Determinants of consumer loyalty towards celebrity‐owned restaurants: The mediating role of brand love

Jay Trivedi; Ramzan Sama

doi:10.1002/cb.1903

journal article Nov 09, 2020

Determinants of consumer loyalty towards celebrity‐owned restaurants: The mediating role of brand love

Jay Trivedi

Ramzan Sama

Journal of Consumer Behaviour Vol. 20 No. 3 pp. 748-761 · Wiley

View at Publisher Save 10.1002/cb.1903

Abstract

AbstractResearch examining consumer behavior towards celebrity‐owned ventures is limited. This study is in the context of celebrity‐owned restaurants. It observes the effect of celebrity endorsement and perceived food quality on brand love, further leading to brand loyalty and e‐WOM. The moderating role of customer experience between celebrity endorsement, perceived food quality, and the dependent variable brand love is also studied. A structured questionnaire was administered to the respondents who had experienced dining at a celebrity‐owned restaurant, and 532 responses were obtained. The results established that a celebrity‐owned restaurant would enjoy a robust consumer–brand relationship owing to its association with the celebrity.

Topics

No keywords indexed for this article. Browse by subject →

References

103

[1]

Aaker D. A. (1991)

[2]

The Relationship Between Retail Experience, Customer Satisfaction, and Behavioral Intention : Exploring the Consumer Shopping Behavior in Unorganized Retail Settings

Anuradha Agarwal, Maithili R. P. Singh

Indian Journal of Marketing 10.17010/ijom/2018/v48/i1/120733

[3]

10.1108/07363761311328928

[4]

10.1177/1356766715604663

[5]

Structural equation modeling in practice: A review and recommended two-step approach.

James C. Anderson, David W. Gerbing

Psychological Bulletin 10.1037/0033-2909.103.3.411

[6]

Estimating Nonresponse Bias in Mail Surveys

J. Scott Armstrong, Terry S. Overton

Journal of Marketing Research 10.1177/002224377701400320

[7]

10.1016/j.tourman.2018.01.003

[8]

10.1300/j396v28n01_05

[9]

10.1108/08876040510596803

[10]

10.1108/ejm-02-2016-0081

[11]

10.1509/jm.09.0339

[12]

Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?

J. Joško Brakus, Bernd H. Schmitt, Lia Zarantonello

Journal of Marketing 10.1509/jmkg.73.3.052

[13]

10.1002/dir.20082

[14]

10.1007/s11002-006-4219-2

[15]

10.1080/10496491.2017.1346541

[16]

10.1002/cb.1591

[17]

10.1509/jmkg.65.2.81.18255

[18]

10.1080/19368623.2017.1269305

[19]

Chin P. N. "The impact of endorser and brand credibility on consumers' purchase intention: The mediating effect of attitude towards brand and brand credibility" Journal of Marketing Communications (2019)

[20]

10.1509/jmkg.71.1.67

[21]

10.1108/jcm-05-2014-0969

[22]

10.1002/mar.20551

[23]

Fogel S. "Issues in measurement of word of mouth in social media marketing" International Journal of Integrated Marketing Communications (2010)

[24]

Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

Claes Fornell, David F. Larcker

Journal of Marketing Research 10.1177/002224378101800104

[25]

10.1016/s0010-8804(02)80022-2

[26]

Gonçalves S. M.(2019).The impact of celebrities vs YouTubers on brand trust brand love and brand loyalty. (Doctoral dissertation). ISCTE Business School.

[27]

10.1016/j.ijhm.2009.12.005

[28]

Hair J. F. (1998)

[29]

10.1108/00070701111131728

[30]

10.1002/dir.10073

[31]

10.1093/jpepsy/27.1.87

[32]

10.1086/266350

[33]

10.1007/978-3-319-11815-4_104

[34]

10.1080/19368620903455286

[35]

10.1108/ijchm-04-2015-0192

[36]

10.1108/09596110410550824

[37]

10.2307/3149402

[38]

10.1108/jstp-03-2015-0064

[39]

10.1016/j.jbusres.2008.01.038

[40]

10.1016/j.ijhm.2010.08.005

[41]

10.1108/jpbm-04-2018-1852

[42]

10.1086/209029

[43]

10.1080/00913367.1990.10673175

[44]

10.1108/ijchm-07-2017-0410

[45]

10.1108/jpbm-03-2015-0834

[46]

10.1108/ijchm-06-2013-0269

[47]

10.1016/j.ijhm.2013.05.012

[48]

10.1108/ijchm-10-2017-0630

[49]

10.1108/09596111011013516

[50]

10.1177/1356766707084219

Showing 50 of 103 references

Metrics

47

Citations

103

References

Details

Published: Nov 09, 2020
Vol/Issue: 20(3)
Pages: 748-761
License: View

Authors

J

Jay Trivedi

Digital Platform and Strategies MICA Ahmedabad Gujarat India

R

Ramzan Sama

School of Business Management SVKM's NMIMS Deemed to be University Indore Madhya Pradesh India

Cite This Article

Jay Trivedi, Ramzan Sama (2020). Determinants of consumer loyalty towards celebrity‐owned restaurants: The mediating role of brand love. Journal of Consumer Behaviour, 20(3), 748-761. https://doi.org/10.1002/cb.1903

Determinants of consumer loyalty towards celebrity‐owned restaurants: The mediating role of brand love

You May Also Like