Determinants of consumer loyalty towards celebrity-owned restaurants: The mediating role of brand love

摘要

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 questionnaire was administered to the respondents who had experienced dining at a celebrity-owned restaurant, and 532 responses were obtained. The results established that a celebrity-owned restaurant would enjoy a robust consumer-brand relationship owing to its association with the celebrity.