Place-of-origin Effects on Brand Loyalty: American Fast-Food Restaurants Under Examination
The present chapter explores the role of place-of-origin-related variables as antecedents of quality perception and loyalty toward American fast-food brands. The cognitive appraisal approach and the social identity theory help to propose a model that connects individual-related variables (animosity,...
| Authors: | , , |
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| Format: | book part |
| Status: | Versión aceptada para publicación |
| Publication Date: | 2023 |
| Country: | España |
| Institution: | Universidad de Burgos (UBU) |
| Repository: | Repositorio Institucional de la Universidad de Burgos (RIUBU) |
| OAI Identifier: | oai:riubu.ubu.es:10259/9673 |
| Online Access: | http://hdl.handle.net/10259/9673 |
| Access Level: | Open access |
| Keyword: | Place-of-Origin Perceived quality Brand loyalty Inner self-expressive brand Ethnocentrism Animosity Cultural intelligence Fast-food restaurants Consumidores-Conducta Marcas comerciales Consumer behavior Consumers' preferences Trademarks Consumidores-Preferencias |
| Summary: | The present chapter explores the role of place-of-origin-related variables as antecedents of quality perception and loyalty toward American fast-food brands. The cognitive appraisal approach and the social identity theory help to propose a model that connects individual-related variables (animosity, ethnocentrism, metacognitive cultural intelligence) and brand-related variables (inner self-expressive brand, perceived quality and brand loyalty). The presented model was tested through empirical observation with 287 consumers of American fast-food brands. Partial least squares path modelling (SmartPLS3) was employed as a method to analyze the data. Results disclose a cognition-affection-behavior path that goes from metacognitive cultural intelligence to emotions such as animosity and inner self-expressive brand and, ultimately, behavioral brand loyalty. This investigation provides novel insight into key variables such as metacognitive cultural intelligence or the inner self-expressive brand in the field of place-of-origin regarding the service sector of restaurants. |
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