Authenticity perceptions,brand equity and brand choice intention: The case of ethnic restaurants |
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| Institution: | 1. Nottingham University Business School China, University of Nottingham Ningbo China, 199 Taikang East Road, University Park, Ningbo, China, 315100;2. Newcastle University Business School, 5 Barrack Road, Newcastle Upon Tyne, NE1 4SE, UK;3. Kent Business School, The University of Kent, Canterbury, Kent, CT2 7PE, UK;4. School of Management, University of Bath, Bath, BA2 7AY, UK;1. Faculty of Business and Economics, University of Lausanne, UNIL-Dorigny, Bâtiment Anthropole, 1015 Lausanne, Switzerland;2. Marketing Department, University of Bern, Engehaldenstrasse 4, 3012 Bern, Switzerland;3. École des sciences de la gestion (ESG UQAM), Université du Québec à Montréal (UQAM), 315, rue Sainte-Catherine Est, Montréal, Canada;4. John Molson School of Business, Concordia University, 1455 de Maisonneuve Blvd. West, Montréal, Canada |
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| Abstract: | This study examines the relationships between consumers’ authenticity perception and four brand equity dimensions (brand awareness, brand association, perceived quality, brand loyalty), as well as how these four dimensions are interrelated with one another. This study also examines the impact of brand equity on consumers’ brand choice intention for ethnic restaurants. Findings clearly indicate that consumers’ authenticity perception is a critical determinant of brand equity and brand equity has a significant impact on consumers’ brand choice intention. Findings of the present study would provide managers with a better understanding of the important role authenticity plays in ethnic restaurants’ brand equity. Managerial implications for better brand equity management are provided. |
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| Keywords: | Authenticity Brand equity Ethnic restaurants Brand awareness Brand association Perceived quality Brand loyalty |
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