Original paper
Determinants of consumer loyalty towards celebrity‐owned restaurants: The mediating role of brand love
Abstract
Research examining consumer behavior towards celebrity‐owned ventures is limited. This study is in the context of celebrity‐owned restaurants. It observes the effect of celebrity endorsement and perceived food quality on brand love, further leading to brand loyalty and e‐WOM. The moderating role of customer experience between celebrity endorsement, perceived food quality, and the dependent variable brand love is also studied. A structured...
Paper Details
Title
Determinants of consumer loyalty towards celebrity‐owned restaurants: The mediating role of brand love
Published Date
Nov 9, 2020
Volume
20
Issue
3
Pages
748 - 761
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History