The Effects of Brand Prestige in Fine Dining Restaurant on Brand Preference and Word-of-Mouth : The Moderating Role of Customer Involvement
0
조회
0
다운로드
7
인용
0
참고문헌
키워드
초록
The purpose of this study was to examine the effects of brand prestige on brand preference and word-of-mouth with customer involvement as a moderator in the fine dining restaurant segment. Based on a thorough literature review, this study hypothesized that brand prestige would have positive effects on brand preference and word-of-mouth and that brand preference would have a positive relationship with word-of-mouth. Finally, this study examined the moderating role of customer involvement in the relationships between (1) brand prestige and brand preference, (2) brand prestige and word-of-mouth, and (3) brand preference and word-of-mouth. A total of 293 questionnaire responses were used to empirically test the proposed relationships in fine dining restaurants. This study found that brand prestige has significant effects on brand preference and word-of-mouth. In addition, brand preference had a positive relationship with word-of-mouth. However, customer involvement as a moderator was not supported. Theoretical and managerial implications are suggested.
Abstract
The purpose of this study was to examine the effects of brand prestige on brand preference and word-of-mouth with customer involvement as a moderator in the fine dining restaurant segment. Based on a thorough literature review, this study hypothesized that brand prestige would have positive effects on brand preference and word-of-mouth and that brand preference would have a positive relationship with word-of-mouth. Finally, this study examined the moderating role of customer involvement in the relationships between (1) brand prestige and brand preference, (2) brand prestige and word-of-mouth, and (3) brand preference and word-of-mouth. A total of 293 questionnaire responses were used to empirically test the proposed relationships in fine dining restaurants. This study found that brand prestige has significant effects on brand preference and word-of-mouth. In addition, brand preference had a positive relationship with word-of-mouth. However, customer involvement as a moderator was not supported. Theoretical and managerial implications are suggested.
참고문헌 (51)
- Alden, D. L., "Brand positioning through advertising in Asia, North America, and Europe : The role of global consumer culture", Journal of Marketing, 63(1), pp.75~87 (1999)
- Bae, J., "A study on the effects of foodservice industry product placement and involvement on purchase intention", Journal of Hotel & Resort, 12(2), pp.5~16 (2013)
- Baek, T. H., "The differential roles of brand credibility and brand prestige in consumer brand choice", Psychology & Marketing, 27(7), pp.662~678 (2010)
- Beatty, S. E., "The involvement-commitment model : Theory and implications", Journal of Business Research, 16, pp.149~167 (1988)
- Bloch, P. H., "Consumer search : An extended framework", Journal of Consumer Research, 13, pp.119~126 (1986)
- Byrne, B. M., "Structural equation modeling with AMOS" (2001), Lawrence Erlbaum Associates
- Dubois, B., "Prestige brands or luxury brands? An exploratory inquiry on consumer perceptions", Proceedings of the European Marketing Academy 31st Conference, University of Minho (2002)
- Eastman, J. K., "Status consumption in consumer behaviour : Scale development and validation", Journal of Marketing Theory and Practice, 7(3), pp.41~51 (1999)
- Fong, J., "Electronic word-of-mouth : A comparison of stated and revealed behavior on electronic discussion boards", Journal of Interactive Advertising, 6(2), pp.61~70 (2006)
- Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Gremler, D. D., "C-E rapport in service relationships", Journal of Service Research, 3(1), pp.82~104 (2000)
- Hair, J. F., Jr., "Multivariate data analysis" (2006), Prentice-Hall
- Hellier, P. K., "Customer repurchase intention: A general structural equation model", European Journal of Marketing, 37(11-12), pp.1762~1800 (2003)
- Hennig-Thurau, T., "Electronic word-of-mouth : Motives for and consequences of reading customer articulations on the Internet", International Journal of Electronic Commerce, 8(2), pp.51~74 (2003)
- Herr, P. M., "Effects of word of mouth and product-attribute information on persuasion : An accessibility-diagnosticity perspective", Journal of Consumer Research, 17(3), pp.454~462 (1991)
- Huang, M. H., "Are consumers inherently or situationally brand loyal? A set intercorrelation account for conscious brand loyalty and nonconscious inertia", Psychology and Marketing, 16(6), pp.523~545 (1999)
- Iwasaki, Y., "A path-analytic model of the relationships between involvement, psychological commitment, and loyalty", Journal of Leisure Research, 30(2), pp.256~280 (1998)
- Kim, D., "The effects of customers’ perceptions of brand personality in casual theme restaurants", International Journal of Hospitality Management, 30(2), pp.448~458 (2011)
- Kim, H., "The effects of service quality factors on the satisfaction, intention of customer continuing purchasing and word-of-mouth(for Incheon restaurant)", Journal of Hotel & Resort, 2(1), pp.37~48 (2003)
- Kim, W., "Contingency variables for customer share of visits to full-service restaurant", International Journal of Hospitality Management, 29(1), pp.136~147 (2010)
- Kim, W. G., "Effects of relationship marketing on repeat purchase and word-of-mouth", Journal of Hospitality & Tourism Research, 25(3), pp.272~288 (2001)
- Lichtenstein, D. R., "Price perceptions and consumer shopping behavior : A field study", Journal of Marketing Research, 30(2), pp.234~245 (1993)
- McCarthy, E. J., "Basic marketing: A managerial approach" (1987), Irwin
- Miller, D. W., "The moderating effects of enduring involvement on imagery-evoking advertisement", pp.121~128 (1996), American Marketing Association
- Naik, P. A., "Building brand awareness in dynamic oligopoly markets", Management Science, 54(1), pp.129~138 (2008)
- Oliver, R. L., "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research, 17(11), pp.460~469 (1980)
- Parasuraman, A., "Reflections on gaining competitive advantage through customer value", Journal of the Academy of Marketing Science, 25(2), pp.154~161 (1997)
- Park, J., "A study on the preference of banquet products by conjoint analysis", Journal of Hotel & Resort, 5(1), pp.191~202 (2006)
- Peter, J. P., "Consumer behaviour and marketing strategy" (1999), McGraw-Hill
- Phau, I., "Conceptualizing the country of origin of brand", Journal of Marketing Communications, 6(3), pp.159~170 (2000)
- Pitta, D. A., "Understanding brand equity for successful brand extension", Journal of Consumer Marketing, 12(4), pp.51~64 (1995)
- Richins, M., "Negative word-of-mouth by dissatisfied consumers : A pilot study", Journal of Marketing, 47(1), pp.68~78 (1983)
- Rundle-Thiele, S. R., "Assessing the performance of brand loyalty measures", Journal of Services Marketing, 15(7), pp.529~546 (2001)
- Shim, S., "A typology of apparel shopping orientation segments among female consumers", Clothing and Textiles Research Journal, 12, pp.73~85 (1993)
- Slama, M. E., "Selected socioeconomic and demographic characteristics associated with purchasing involvement", Journal of Marketing, 49(1), pp.72~83 (1985)
- Söderlund, M., "Customer satisfaction and its consequences on customer behavior revisited", International Journal of Service Industry Management, 9(2), pp.169~188 (1998)
- Steenkamp, J. B. E. M., "How perceived brand globalness creates brand value", Journal of International Business Studies, 34, pp.53~65 (2003)
- Suh, J. C., "When brand attitudes affect the customer satisfaction-loyalty relation : The moderating role of product involvement", Journal of Consumer Psychology, 16(2), pp.145~155 (2006)
- Tabachnick, B. G., "Using multivariate statistics" (2007), Pearson Education
- Truong, Y., "New luxury brand positioning and the emergence of Masstige brands", Journal of Brand Management, 16(5-6), pp.375~382 (2009)
- Verhallen, T. M., "Scarcity and consumer choice behavior", Journal of Economic Psychology, 2(2), pp.299~321 (1982)
- Verhallen, T. M., "Scarcity and preference : An experiment on unavailability and product evaluation", Journal of Economic Psychology, 15(2), pp.315~331 (1994)
- Vigneron, F., "A review and a conceptual framework of prestige-seeking consumer behavior", Academy of Marketing Science Review, 1, pp.1~17 (1999)
- Warrington, P., "An empirical investigation of the relationship between product involvement and brand commitment", Psychology & Marketing, 17(9), pp.761~782 (2000)
- Westbrook, R. A., "Product", consumption based affective responses and postpurchase processes, 1987, pp.24(3), 258~270
- Wiedmann, K. P., "Value-based segmentation of luxury consumption behavior", Psychology and Marketing, 26, pp.625~651 (2009)
- "Consumers’ motivations for consumption of foreign products : An empirical test in the People’s Republic of China" (2005)[URL]
- Xue, F., "The moderating effects of product involvement on situational brand choice", Journal of Consumer Marketing, 25(2), pp.85~94 (2008)
- Zaichkowsky, J. L., "Measuring the involvement construct", Journal of Consumer Research, 12, pp.341~352 (1985)
- Zaichkowsky, J. L., "The personal involvement inventory : Reduction, revision and application to advertising", Journal of Advertising, 23(4), pp.59~70 (1994)
- Zhang, J., "The impact of value congruence on consumer-service brand relationships", Journal of Service Research, 11(2), pp.161~178 (2008)