Yes / 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.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/19144 |
| Date | 07 September 2022 |
| Creators | Xu, J., Prayag, G., Song, Hanqun |
| Publisher | Elsevier |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Accepted manuscript |
| 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/), CC-BY-NC-ND |
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