برداشت های اصالت، ارزش برند و قصد انتخاب برند: مورد رستوران های قومی
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|44885||2015||10 صفحه PDF||سفارش دهید||8760 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : International Journal of Hospitality Management, Volume 50, September 2015, Pages 36–45
This study examines the relationships between consumers’ authenticity perception and four brand equity dimensions (brand awareness, brand association, perceived quality, brand loyalty), as well as how these four dimensions are interrelated with one another. This study also examines the impact of brand equity on consumers’ brand choice intention for ethnic restaurants. Findings clearly indicate that consumers’ authenticity perception is a critical determinant of brand equity and brand equity has a significant impact on consumers’ brand choice intention. Findings of the present study would provide managers with a better understanding of the important role authenticity plays in ethnic restaurants’ brand equity. Managerial implications for better brand equity management are provided.