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The Effects of Consumer Brand Authenticity, Brand Image, and Age on Brand Loyalty in Time-honored Restaurants: Findings from SEM and fsQCA

Xu, J.
; 
Prayag, G.
; 
Song, Hanqun
Publication Date
2022-10
End of Embargo
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Keywords
Brand authenticity, Brand image, Brand loyalty, Time-honoured restaurant, fsQCA, Complexity theory
Rights
© 2022 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
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Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
01/09/2022
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Management and Law Publications
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Abstract
This study addresses a lack of research on the effects of consumer brand authenticity, brand image, and age, on brand loyalty in time-honored restaurants. Time-honored restaurants are long-established and well-recognized traditional restaurants that offer local or national foods and culinary culture. Empirical data were collected from 437 respondents in Beijing, China. Structural equation modeling (SEM) was used to ascertain relationships between variables, and fuzzy-set qualitative comparative analysis (fsQCA) validated the SEM results. The three brand authenticity dimensions were found to have differing effects on brand image and loyalty. True-to-fact authenticity had a significant effect on true-to-self authenticity, while true-to-ideal authenticity had a significant effect on brand image. True-to-self authenticity affects brand loyalty directly and indirectly through brand image. Some of the relationships were also moderated by consumer age. The results uncover the complexity inherent to consumer brand authenticity evaluations. They have implications for time-honored restaurants’ marketing and brand positioning strategies.
URI
http://hdl.handle.net/10454/19144
Version
Accepted manuscript
Citation
Xu J, Prayag G and Song H (2022) The Effects of Consumer Brand Authenticity, Brand Image, and Age on Brand Loyalty in Time-honored Restaurants: Findings from SEM and fsQCA. International Journal of Hospitality Management. 107: 103340.
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Link to Version of Record
https://doi.org/10.1016/j.ijhm.2022.103340
Type
Article
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Notes