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Determinants of consumer loyalty towards celebrity‐owned restaurants: The mediating role of brand love
Author(s) -
Trivedi Jay,
Sama Ramzan
Publication year - 2020
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1903
Subject(s) - advertising , brand loyalty , context (archaeology) , business , psychology , quality (philosophy) , loyalty , marketing , geography , philosophy , archaeology , epistemology
Research 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.