Restaurant Innovativeness and Brand Attachment: The Role of Memorable Brand Experience

IF 4.4 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Hospitality & Tourism Research Pub Date : 2021-09-15 DOI:10.1177/10963480211042065

Hsiu-Yu Teng, Chien-Yu Chen

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引用次数: 17

Abstract

The rise in restaurant failures suggests that a strong customer-brand attachment is essential for long-term viability. For restaurant managers, enhancing customer attachment to the restaurant brand is critical. However, few studies have examined the drivers of customer brand attachment. Our research investigated the association between innovativeness and brand attachment and the mediating role of memorable brand experience. A self-administered questionnaire survey method was adopted. Data were gathered from customers of coffee shops in Taiwan. The results revealed that out of four dimensions of restaurant innovativeness, menu innovativeness and experiential innovativeness exerted a positive influence on brand attachment through the creation of a memorable experience. Experiential innovativeness also exerted a direct positive influence on brand attachment. Few studies have explored the development of brand attachment from the perspective of innovativeness. Hence, our study may be the first to offer a framework that connects innovativeness, memorable brand experience, and brand attachment.

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餐厅创新与品牌依恋:难忘品牌体验的作用

餐馆倒闭率的上升表明，强烈的顾客品牌依恋对长期生存能力至关重要。对于餐厅经理来说，增强顾客对餐厅品牌的依恋至关重要。然而，很少有研究考察客户品牌依恋的驱动因素。我们的研究调查了创新性与品牌依恋之间的关系，以及难忘品牌体验的中介作用。采用自填式问卷调查方法。数据来自台湾咖啡店的顾客。结果表明，在餐厅创新性四个维度中，菜单创新性和体验创新性通过创造难忘体验对品牌依恋产生了积极影响。体验式创新也对品牌依恋产生了直接的正向影响。很少有研究从创新的角度探讨品牌依恋的发展。因此，我们的研究可能是第一个提供一个将创新性、难忘的品牌体验和品牌依恋联系起来的框架。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Hospitality & Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

10.10

自引率

9.50%

发文量

期刊介绍： The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.