Studying the impact of food values,subjective norm and brand love on behavioral loyalty |
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| Affiliation: | 1. Facultad de Ciencias Económicas y Empresariales, University of Burgos. Plaza Infanta Doña Elena s/n 09001, Burgos, Spain;2. Facultad de Ciencias Económicas y Empresariales, University of Castilla – La Mancha. Plaza de la Universidad, 1 02071, Albacete, Spain;3. Facultad de Mercadotecnia, UPAEP University, Calle 21 Sur 1103, 72410, Puebla, Mexico;1. École de gestion, Université de Sherbrooke, Sherbrooke, QC, J1K 2R1, Canada;2. Montpellier SupAgro, 2 place Viala, 34060, Montpellier France;3. Université Pierre Mendès-France, BP 47, 38040, Grenoble Cedex, France;1. Ataturk University, Faculty of Economics and Administrative Sciences, Erzurum 25240,Turkey;2. Mus Alparslan University, Vocational School, Mus 49100, Turkey;1. Soonchunhyang University, Global Business School, U901, Soonchunhyang-ro 22, Sinchang-myeon, Asan-si, Chungchungnam-do, 31538, Republic of Korea;2. KT Economics and Management Research Institute, KT Gwanghwamun Bldg., 33, Jong-ro 3-gil, Jongno-gu, Seoul, 03155, Republic of Korea;3. Seoul Women''s University, Department of Data Science, 621 Hwarang-ro, Nowon-gu, Seoul, 01797, Republic of Korea;1. School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Brisbane, Qld 4000, Australia;2. School of Business, Universidad Adolfo Ibáñez, Santiago, Chile;3. IPADE Business School, Floresta # 20, Col. Clavería., Delegación Azcapotzalco., C.P. 02080, México, D.F., Mexico;4. ISCTE Business School, University Institute of Lisbon, Avenida Forças Armadas, 1649-026 Lisboa, Portugal;5. Université Panthéon-Assas, Maison des Sciences de Gestion, 1 rue Guy de La Brosse, 75005 Paris, France;1. School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR, United States;2. School of Hotel and Tourism Management, Oklahoma State University, Stillwater, OK, United States;3. School of Management, Xiamen University, Xiamen, China;4. School of Business, Sun Yat-Sen University, Guangzhou, China;5. Jonathan M. Tisch Center for Hospitality, New York University, New York, NY, United States |
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| Abstract: | This research aims at contributing to the integration of other constructs that have not been traditionally used in the Theory of Planned Behavior (TPB). The paper's goal is to render the TPB more relevant and effective in predicting consumer decisions in diverse service environments such as fast food restaurants. For this purpose, the paper proposes a conceptual model that analyzes both the direct and indirect impact of food values, subjective norm, and brand love on behavioral loyalty toward fast food restaurants. In order to test the proposed model, we designed a questionnaire and distributed it to fast food consumers in the city of Puebla (Mexico). Data from the sample of 3565 respondents were collected and analyzed by using descriptive statistics and PLS regressions. The research makes several key contributions: First, it predicts behavioral loyalty rather than relies on more usual behaviors in the TPB, such as intention to purchase. Second, it analyzes the direct influence of food values on the constructs of subjective norm and brand love – in contrast to most previous research that has focused on measuring the relative importance of food values in food preference. Third, the study establishes the importance of including emotional variables in the TPB like the construct of brand love. |
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| Keywords: | Theory of planned behaviour (TPB) Food values Subjective norm Brand love Behavioral loyalty Fast food industry |
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