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Understand the differences in the brand equity construction process between local and foreign restaurants

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  • Wen-Qi Ruan

    (Huaqiao University, China)

  • Shu-Ning Zhang

    (Huaqiao University, China)

Abstract

A new theoretical model was constructed to compare the different brand equities between local and foreign restaurants. Study 1 analyzed 360 samples from local restaurants and found that cuisine authenticity and culture are the critical antecedents of brand equity, while perceived quality and utilitarian value play bridging roles. Moreover, strong familiarity helps strengthen the process of utilitarian value evaluation. Study 2 analyzed 391 samples from foreign restaurants, which highlighted that restaurant atmosphere and service quality affect brand equity through perceived enjoyment and experience. However, low familiarity enhances the positive relationship between customer perception and utilitarian value.

Suggested Citation

  • Wen-Qi Ruan & Shu-Ning Zhang, 2022. "Understand the differences in the brand equity construction process between local and foreign restaurants," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 681-719, September.
    • Handle: RePEc:spr:svcbiz:v:16:y:2022:i:3:d:10.1007_s11628-022-00486-9
    DOI: 10.1007/s11628-022-00486-9
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    2. Huang, Yung-Chuan, 2022. "How marketing strategy, perceived value and brand image influence WOM outcomes—The sharing economy perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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