The purpose of this paper is to investigate the effect of consumer’s attachment styles as a moderator in the impact of brand personality on its brand attachment. This research investigated the preferred brand personality of anxious and avoidant attachment consumer, their likelihood to be attached to that brand and how they respond to any changes in brand personality. A total of 300 students were surveyed. Their attachment style and their response towards sincere and exciting personality and its brand attachment were assessed. Empirical study shows that anxious attachment style consumer preferred sincere brand personality, tends to be attached with it and did not respond to any changes in brand personality. Avoidant attachment style people on the other hand have a stronger relationship with the exciting brand personality, are not likely to be attached to it and will respond to changes in brand personality. This study implies that marketers should get to know their targeted market’s attachment style prior coming out with the suitable brand personality.
Purpose: This paper investigates the role of patron dining experience (PDE) and emotions on relationship quality in the chain restaurant industry.Design/methodology: Stratified random sampling method was used where questionnaires were distributed to the respondents in 16 selected ‘Kopitiam’ outlets throughout Malaysia. The empirical findings from 316 customers of those outlets were examined using Partial Least Squares (PLS).Findings: The findings provide strong evidence of the relationships between PDE and emotions with relationship quality, where relationship quality in turn is an essential determinant of customer loyalty.Research limitations/implications: The sample of this study was obtained from a single local chain restaurant in Malaysia.Practical implications: The findings of this study highlighted the importance for service firms, generally those in the restaurant industry to strengthen the relationship with their customers in pursuit of better competitive advantage and long-term profit.Originality/value: This study contributes to theoretical knowledge by providing an empirical study on the effect of emotions construct towards the formation of relationship quality within the hospitality industry context.
This paper investigates the moderating effect of brand image on relationship quality in the chain restaurant industry. The sample of this study was attained from a single local chain restaurant in Peninsular Malaysia. Survey questionnaires were disseminated to respondents using a stratified random sampling method in 16 selected kopitiam outlets. Findings from the 316 customers were examined using the SPSS statistics application and a partial least square technique. The findings provide strong evidence of the moderating effect of brand image on the relationship between patron dining experience (PDE) and relationship quality, where relationship quality in turn affects customer loyalty. Never the less, the findings highlighted the importance for service firms, specifically within the chain restaurant industry to look into ways to increase the brand image of the restaurants in order to foster the relationship building approaches with the customers. This study expanded the study on relationship quality by providing empirical evidence on the moderating effect of brand image towards the formation of relationship quality.
Frequent consumption of high glycaemic food may increase the risk of chronic diseases such as diabetes, high blood pressure, high cholesterol, heart disease and more. Low glycaemic food has the benefit of controlling ideal weight, lowering total cholesterol, better blood glucose control and more. Consumers tend to consume low glycaemic food due to various reasons, such as health issues, environmental concerns, peer pressure and others. In this study, various factors such as food attributes, environmental concerns, price fairness, knowledge of low glycaemic food and health concern are investigated on their impact on the purchasing behaviour of low glycaemic food. Quantitative research with the use of a survey questionnaire was adopted. The convenience sampling method was used to ensure the largest possible sample with the least amount of administration and was distributed via online Google form. A final 313 valid responses via online survey were analysed. Based on the findings, health concerns, environmental concerns and knowledge of glycaemic food had a positive relationship to the purchasing behaviour of low glycaemic food. The findings can be used by food manufacturers, food technologists and retailers to increase health awareness to bring positive benefits to the general well-being of consumers.
The purpose of this paper is to discuss at a conceptual level on the moderating effect of brand equity on relationship quality in the chain restaurant industry. A conceptual model of relationship quality expanded with brand equity construct is proposed. The paper finds brand equity moderates the relationship between patrons' dining experience and relationship quality in achieving customer loyalty. The paper hopes to provide managers in services, particularly those in the restaurant industry, relevant information to assist in improving their relationship marketing programs.
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