The Effects of Consumer Brand Authenticity, Brand Image, and Age on Brand Loyalty in Time-honored Restaurants: Findings from SEM and fsQCA
End of Embargo2024-03-08
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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AbstractThis 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.
CitationXu 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.
Link to publisher’s versionhttps://doi.org/10.1016/j.ijhm.2022.103340
NotesThe full-text of this article will be released for public view at the end of the publisher embargo on 8 Mar 2024.
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