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The Impact of Brand Prestige on Patrons' Perception of Well-Being, Favorable Inequity, Affective Commitment, and Dedicational Behaviors in Luxury Restaurants: The Moderating Role of Brand Consciousness  

Hyun, Sung-Hyup (Dept. of Tourism and Convention, Pusan National University)
Hwang, Jin-Soo (Dept. of Hospitality Management and Dietetics, Kansas State University)
Lee, Sang-Ho (Dept. of Tourism and Convention, Pusan National University)
Publication Information
Journal of the East Asian Society of Dietary Life / v.21, no.3, 2011 , pp. 438-450 More about this Journal
Abstract
The purpose of this research was to investigate the impact of brand prestige on luxury marketing variables (patrons' perception of well-being, favorable inequity, affective commitment, and dedicational behaviors) in the luxury restaurant industry. Based on a thorough literature review, the clear definitions of each construct were established and theoretical causal relationships between the seven constructs were proposed (brand prestige, perception of well-being, favorable inequity, affective commitment, enhancement, advocacy, and brand consciousness). During this process, the moderating role of brand consciousness was also suggested. Integrating the proposed theoretical hypotheses, a structural model was created. This model was tested using the data collected from 527 luxury restaurant patrons in the United States. Data analysis revealed that brand prestige is a key determinant of favorable inequity and patrons' perception of well-being, thereby inducing two types of dedicational behaviors (enhancement and advocacy). More importantly, during this process, brand consciousness played a moderating role in the relationship between brand prestige and patrons' perception of well-being. Based on the data analysis results, the theoretical/practical implications were discussed.
Keywords
Luxury restaurant; patrons' well-being perception; favorable inequity; affective commitment; enhancement; advocacy;
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