Attachment theory

Business

Value (mathematics)

Brand loyalty

Mathematics

Place attachment

Urban planning

Creativity

Statistics

Advertising

Place identity

Civil engineering

Engineering

Marketing

Psychology

New product development

Originality

Loyalty

Brand experience

Product management

Structural equation modeling

Social psychology

International Hospitality Review

Purpose The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting. Design/methodology/approach The authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling. Findings The findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced. Originality/value Place attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.

Place attachment and brand loyalty: the moderating role of customer experience in the restaurant setting