Consumer-based chain restaurant brand equity, brand reputation, and brand trust

Sung Ho Han; Bang Nguyen; Timothy J Lee

doi:10.1016/j.ijhm.2015.06.010

Back

Journal article

Peer reviewed

Consumer-based chain restaurant brand equity, brand reputation, and brand trust

Sung Ho Han, Bang Nguyen and Timothy J Lee

International Journal of Hospitality Management, Vol.50, pp.84-93

2015

DOI: https://doi.org/10.1016/j.ijhm.2015.06.010

Files and links (1)

url

https://doi.org/10.1016/j.ijhm.2015.06.010View

Published Version

Abstract

brand equity

brand reputation

brand trust

chain restaurant

visit purpose

This study develops and tests a consumer-based chain restaurant brand equity(CBCRBE) model and investigates the mediating effects of brand reputation on the relationship between CBCRBE and brand trust. Using a structural equation modeling (SEM) analysis, the four dimensions of CBCRBE- food & service quality, brand affect, brand awareness, and brand association- are found to have positive effects on brand reputation. Moreover, it is demonstrated that brand reputation has a positive effect on brand trust. The results of study confirm that brand reputation partially mediates the effects of food & service quality, brand affect, and brand awareness on brand trust. In addition, the effect of brand association on brand trust is fully mediated via brand reputation. The study of CBCRBE offers insights into the efficient strategies that can be used to enhance brand reputation and secure brand trust in the restaurant industry. Finally, based on the result of the relationship between CBCRBE, brand reputation, and brand trust, the study compares the differences among the groups according to the consumer visit purposes in relation to the CBCRBE dimensions. The results of the study contribute to improve understanding of the complex psychological processes involved in consumer selection criteria for a chain restaurant or relevant service industry.

Details

Title: Consumer-based chain restaurant brand equity, brand reputation, and brand trust
Authors: Sung Ho Han (Author) - Oxford Education Centre Ltd., United Kingdom
Bang Nguyen (Author) - East China University of Science and Technology, China
Timothy J Lee (Author) - Ritsumeikan Asia Pacific University, Japan
Publication details: International Journal of Hospitality Management, Vol.50, pp.84-93
Publisher: Pergamon
Date published: 2015
DOI: 10.1016/j.ijhm.2015.06.010
ISSN: 0278-4319; 0278-4319
Organisation Unit: University of the Sunshine Coast, Queensland; Sustainability Research Cluster
Language: English
Record Identifier: 99451456202621
Output Type: Journal article

Metrics

280 Record Views

138 Times Cited - Web of Science

InCites Highlights

These are selected metrics from InCites Benchmarking & Analytics tool, related to this output

Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Hospitality, Leisure, Sport & Tourism