Abstract:The spread of COVID-19 pandemic has inflicted severe blows on the global hospitality industry. In Taiwan, revenue from the food and beverage (F&B) department has decreased by more than 90%. This study aims to understand whether celebrity chefs can effectively help and enhance their corporates’ business performance under COVID-19′s severe impacts via leveraging their personal brand value, explores the influence of a celebrity chef on customer repurchase behavior during the epidemic and examines whether such… Show more
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