Examining brand associations that influence consumers' restaurant preferences
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The Ohio State University / OhioLINK
2005
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| Online Access: | http://rave.ohiolink.edu/etdc/view?acc_num=osu1133251880 |
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ndltd-OhioLink-oai-etd.ohiolink.edu-osu11332518802021-08-03T05:50:32Z Examining brand associations that influence consumers' restaurant preferences Njite, David Brand Brand Associations Fine-dining restaurant Quick-Service restaurant Extant branding literature holds that, strong brands evoke brand associations that are differentiated readily from direct competitors. Additionally, brand theory asserts that the most powerful and enduring consumer-based brand associations deal with the intangible or abstract characteristics of the product rather than its functional or tangible attributes. To be able to understand why and how consumers evaluate brands, researchers and practitioners need a deeper understanding of the brand associations consumers develop when they use or come into contact with the brands, because brand preference is greatly influenced by the associations consumers develop. The purpose of this research was to develop a better understanding of the meaning of restaurant brands to consumers. To achieve its purpose, a multi-method research was designed to: (1) explore and examine brand associations of restaurants as described by consumers, and (2) understand the extent to which the identified dimensions of restaurant brands are prioritized by consumers in the selection of restaurants. Building on exploratory qualitative research, results of 20 interviews were utilized in data analysis. Transcription and content analysis of the interviews enabled categorization of the associations from which a model to depict the relationship between the categories of brands, restaurant sector and brand preference was developed. Hypotheses were developed from the existent literature and the results of the interviews. Through a self administered survey carried out in Study II, the conjoint analysis results indicated that: in the fine dining sector, employee-related brand associations play a significant role in consumer brand preference. In the quick service sector, price is a significant determinant of brand preference. Other findings indicate that consumer brand preference in both restaurant sectors is significantly influenced by employee competence and systems organization. Besides contributing to the methodology of studying brand associations, this dissertation contributes a theoretically- and empirically-based model of restaurant brands preference to the literature; providing a framework to understand the relationship between brand association, restaurant sectors, and consumer restaurant preference. By examining these fundamental aspects of restaurant branding, the model created should also be useful in future research regarding restaurant brand preferences. 2005-12-02 English text The Ohio State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=osu1133251880 http://rave.ohiolink.edu/etdc/view?acc_num=osu1133251880 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws. |
| collection |
NDLTD |
| language |
English |
| sources |
NDLTD |
| topic |
Brand Brand Associations Fine-dining restaurant Quick-Service restaurant |
| spellingShingle |
Brand Brand Associations Fine-dining restaurant Quick-Service restaurant Njite, David Examining brand associations that influence consumers' restaurant preferences |
| author |
Njite, David |
| author_facet |
Njite, David |
| author_sort |
Njite, David |
| title |
Examining brand associations that influence consumers' restaurant preferences |
| title_short |
Examining brand associations that influence consumers' restaurant preferences |
| title_full |
Examining brand associations that influence consumers' restaurant preferences |
| title_fullStr |
Examining brand associations that influence consumers' restaurant preferences |
| title_full_unstemmed |
Examining brand associations that influence consumers' restaurant preferences |
| title_sort |
examining brand associations that influence consumers' restaurant preferences |
| publisher |
The Ohio State University / OhioLINK |
| publishDate |
2005 |
| url |
http://rave.ohiolink.edu/etdc/view?acc_num=osu1133251880 |
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AT njitedavid examiningbrandassociationsthatinfluenceconsumersrestaurantpreferences |
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