Place attachment and brand loyalty: the moderating role of customer experience in the restaurant setting

Abstract

PurposeThe purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting.Design/methodology/approachThe authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling.FindingsThe findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced.Originality/valuePlace attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.

Factor Influencing Brand Loyalty In The Indonesian Food And Beverage Sector

“…The statement is supported by Fitriani and Achmad (2021) who found that brand love mediates the effect of brand identification towards brand loyalty partially and positively. Meanwhile, full mediating role of brand love in predicting brand identification and brand loyalty is also known from the results of previous studies (Nyamekye et al, 2021;Kim & Lee, 2020). When customers feel the similarity of their self-concept with the brand, supported by the formation of emotional closeness (brand love), those feelings will motivate customers to make repeat orders consistently to one brand or signify the formation of high loyalty.…”

“…Customers will be more loyal to use brand that is able to raise their self-image through similar characteristics and self concepts (Shin, Back, Lee, & Lee, 2020). This DOI: http://dx.doi.org/10.24912/jm.v26i2.900 statement is supported by Nyamekye et al (2021) and Kim and Lee (2021) that brand identification can affect brand loyalty. However, there has been differences in research results, whereas brand identification doesn't affect brand loyalty (Fitriani & Achmad, 2021;Alnawas & Altarifi, 2015).…”

“…According to Rather, Tehseen, and Parrey (2018), customers will be more loyal towards a brand that represents their self-concept well. The results of previous studies implied that brand identification can positively and significantly affect brand loyalty (Kim & Lee, 2020;Nyamekye et al, 2021). However, according to Fitriani and Achmad (2021), brand identification cannot directly affect brand loyalty of smartphone users in Indonesia.…”

“…Love for a brand will be formed because of brand characteristics that are identified according to customers' identity (Ghorbanzadeh, 2021). The results of previous studies implied that brand identification positively and significantly affect brand love (Kim & Lee, 2020;Nyamekye et al, 2021;Fitriani & Achmad, 2021). To increase brand love, a positive feeling of attachment towards a brand is needed which is formed through the similarity of the customer's self-concept with a brand.…”

“…Brand Identification. According to Alnawas and Altarifi (2015), brand identification is defined as the similarity of customers' self-concept with the brand, while Nyamekye et al (2021) described brand identification as the perception of a customer's sense of belonging or similarity to a brand. Based on the definitions that have been put forward, it can be concluded that brand identification is the feeling of customers who have the same selfconcept so that they become one unit with the brand.…”