Reconstruction of the relationship between traditional and emerging restaurant brand and customer WOM |
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| Institution: | 1. Research Center of Tourism and Hospitality Management, College of Tourism, Huaqiao University, Quanzhou, Fujian, 362021, PR China;2. National Kaohsiung University of Science and Technology Department of Tourism Management, No. 415, Chien Kung Road, Kaohsiung, 807, Taiwan;3. Ming Chuan University, Leisure & Recreation Administration Department, 5 De Ming Rd., Gui Shan District, Taoyuan County, 333, Taiwan;4. College of Tourism, Huaqiao University, Quanzhou, Fujian, 362021, PR China;1. Dedman College of Hospitality Management, Florida State University, Tallahassee, FL, 32306-2541, United States;2. Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, Houston, TX, United States;3. School of Hotel, Restaurant and Tourism Management, University of South Carolina, Columbia, SC, 29208, United States;1. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Dr. #227, Houston, TX, 77204, United States;2. Department of Hotel Management, Cheju Halla University, 28 Halladae-gil, Heungeop-myeon, Wonju-si, Gangwon-do, South Korea;3. Chaplin School of Hospitality & Tourism Management, Florida International University, Biscayne Bay Campus, 3000 Northeast 151 Street, North Miami, LF, 33181, United States;1. College of Management, Shenzhen University, Shenzhen, China;2. School of Management, Xiamen University, Xiamen, China;3. Organizational Behavior and Human Resource Management Department, China Europe International Business School (CEIBS), Shanghai, China;4. Faculty of Business and Economics, The University of Hong Kong, Hong Kong, China;5. School of Management, CISME, Zhijiang College, Zhejiang University of Technology, Hangzhou, China;1. Department of Marketing & Tourism Management, College of Business Administration, Capital University of Economics and Business, Beijing, 100070, China;2. Department of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA, 50010, USA;3. Howard Feiertag Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, 24061, USA;1. Gabelli School of Business, Fordham University, 140 W. 62nd Street, New York, NY, 10023, United States;2. Koppelman School of Business, Brooklyn College of the City University of New York, 2900 Bedford Ave, Brooklyn, NY, 11210, United States;1. School of Business and Management, Federal University of Uberlandia, Brazil;2. School of Business Administration of São Paulo, Fundação Getúlio Vargas, Brazil;3. Performance Augmentation Lab, Oxford Brookes University, Oxford, UK;4. Faculty of Economic Sciences, Federal University of Rio Grande do Sul, Brazil |
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| Abstract: | Customer word of mouth (WOM) is the focus of restaurant research. However, until now, few empirical studies with integrated perspectives have explored whether traditional and emerging restaurants have different paths. To fill this research gap, Study 1 examined 546 customers of time-honored restaurants and proved that brand authenticity affects customer WOM through perceived value and brand identification. Furthermore, that process is positively moderated by cultural involvement. Study 2 conducted a survey of 571 customers in an Internet celebrity restaurant and found that brand personality could promote customer WOM through perceived coolness and brand experience. Moreover, food quality enhanced the process of coolness perception and brand experience. These findings highlight that different paths of brand characteristics lead to a high level of customer perception and brand behavior. In other words, brand psychology and brand behavior occupy different core positions in traditional and emerging restaurants. |
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| Keywords: | WOM Traditional restauran Temerging restaurant Brand authenticity Brand personality Cultural involvement |
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