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  • The interaction between individual cultural values and the cognitive and social processes of global restaurant brand equity

    Author(s)
    Han, SH
    Chen, CHS
    Lee, TJ
    Griffith University Author(s)
    Lee, Timothy J.
    Year published
    2021
    Metadata
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    Abstract
    The aim of this study is to increase understanding of the relationship between brand equity and individual cultural values in the marketing strategies of global restaurant brands. The study developed three research models and investigated global brand equity from the perspective that global brand equity has an impact on individual cultural values. The three models were tested using structural equation modeling (SEM) analysis. The findings indicate that both cognitive process and the social process of brand equity have an effect on cultural values. In particular, social process elements such as brand prestige and brand ...
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    The aim of this study is to increase understanding of the relationship between brand equity and individual cultural values in the marketing strategies of global restaurant brands. The study developed three research models and investigated global brand equity from the perspective that global brand equity has an impact on individual cultural values. The three models were tested using structural equation modeling (SEM) analysis. The findings indicate that both cognitive process and the social process of brand equity have an effect on cultural values. In particular, social process elements such as brand prestige and brand identification can reduce the risk of consumer uncertainty. This study contributes to the understanding of the relationship between global restaurant brand equity and individual cultural values, and the hierarchy of individual cultural values that has not, to the best of our knowledge, been explored in previous research.
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    Journal Title
    International Journal of Hospitality Management
    Volume
    94
    DOI
    https://doi.org/10.1016/j.ijhm.2020.102847
    Subject
    Commercial services
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/402692
    Collection
    • Journal articles

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