Delicious promoter of the restaurant business: measuring impact of supply chain, brand personality and CSR on brand equity development

Abstract

PurposeThe purpose of this study was to discuss the importance of customer-based brand equity (CBBE) and identify the critical attributes of how to develop CBBE during the most difficult time of the COVID-19 pandemic.Design/methodology/approachThis study collected 386 restaurant managers' viewpoints to examine the mutual relationships among CBBE and other critical attributes of corporate social responsibility (CSR), electronic word of mouth (EWOM) and brand personality. Furthermore, structural equation modeling (SEM) was conducted to examine the proposed moderation and mediation hypotheses.FindingsThe results show that corporate social responsibility (CSR) mediates the relationship between brand personality and brand image. Furthermore, the mutual relationship among CBBE is discovered in that brand image may indirectly affect brand loyalty through perceived quality and brand awareness. Furthermore, with the reliance on social media, the moderating roles of electronic word of mouth (EWOM) are also revealed that strengthen the indirect effect of brand personality on brand awareness through CSR and brand image.Originality/valueWith the increasing attention to CBBE, which aims at tourism destination brand equity, hotel branding from the customer perspective, restaurant managers' viewpoints are not considered. Further, because of the impacts of the COVID-19 pandemic, customers are paying more attention to food safety and food delivery processes, which are important for CSR and connected to CBBE. However, until now, fewer studies have addressed these issues as such. The present study reflects the bidirectional effects of such a comprehensive viewpoint.

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

“…consumer brand feeling) paths, evident statistically, not only signifies the main model's improved fit but also has substantial theoretical implications. Previous CBBE studies have not thoroughly investigated the cross-over effect, which is crucial for gaining a comprehensive understanding of brand development (Akoglu and Özbek, 2022; Huang, 2023). This study bridges this theoretical void, shedding light on the interplay between cognitive and emotional facets in brand equity formation.…”

“…brand performance and judgment) and emotional (i.e. brand image and feelings) paths and understanding the cross-over effect between these paths is crucial for a comprehensive understanding of the brand-building process (Akoglu and € Ozbek, 2022;Huang, 2023). Furthermore, recent research by Hall et al (2021, p. 12) called for future quantitative research to examine whether "components of CBBE framework (brand salience, judgment, imagery, performance, and consumer brand feelings) can create stronger brand resonance".…”

“…brand performance and judgment) and emotional (i.e. brand image and feelings) paths and understanding the cross-over effect between these paths is crucial for a comprehensive understanding of the brand-building process (Akoglu and Özbek, 2022; Huang, 2023).…”

Three-way interaction and multiple mediation models: Environmental strategy and sustainability marketing commitment applications

“…Previous literature implied that positive relationship between tourism services and service attractiveness is strongest when tourism firms continually engage in socialization and enhance supplier trust. For example, socialization activities to help new employees understand and embody commitment to high-quality service increases employee motivation to provide excellent customer service (Huang, 2023). Similarly, building supplier trust and confidence in the quality of products and services provided can translate into higher service attractiveness (Dai and Reich, 2023).…”

“…A total of 400 questionnaires were distributed in tourism and APJML 36,4 hospitality firms across Taiwan. Face-to-face data collection was utilized as Taiwanese people place a high value on face-to-face interactions (Huang, 2023) and enables researchers to immediately clarify the research purpose, avoid potential confusion from question items, and increase response rate (Horng et al, 2017). There were 346 out of 400 questionnaires collected.…”