An Empirical Test of Brand Love and Brand Loyalty for Restaurants during the COVID-19 Era: A Moderated Moderation Approach

Huifeng Pan and Hong-Youl Ha
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Huifeng Pan: School of Economics and Management, Shanghai University of Political Science and Law, Shanghai 201602, China
Hong-Youl Ha: Department of International Trade, Dongguk University, Seoul 04620, Korea

Sustainability, 2021, vol. 13, issue 17, 1-18

Abstract: Although brand love–loyalty relationships can deepen, the literature does not include systematic and empirical investigations demonstrating when perceived value and relationship duration are valuable in enhancing the brand love–loyalty relationship. This study investigates the effects of relationship duration, perceived value, and restaurant type on the relationships between brand love and brand loyalty during the coronavirus disease of 2019 (COVID-19) pandemic. In particular, hedonic value rather than utilitarian value is hypothesized to negatively enhance the relationship between brand love and brand loyalty when consumers continue to have long-lasting relationships with a restaurant brand. Using data collected from an online research firm in Korea, the findings revealed that brand love negatively influences brand loyalty. However, the impact of brand love on brand loyalty increases when customers seek hedonic value. Our findings also demonstrate that consumers who sought hedonic value strengthened the brand love–loyalty link compared to consumers who sought utilitarian value, particularly one with a short-lasting relationship. Consumers who sought utilitarian value through a long-lasting relationship strengthened the same relationship, although the increased correlation was not statistically significant. Furthermore, brand loyalty gradually decreases at fine-dining restaurants, whereas it sharply increases at takeaway restaurants.

Keywords: brand love; brand loyalty; moderated moderation; perceived value; relationship duration (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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