Haute couture-to-table? A study of luxury fashion-brand restaurants/Cafés

Chihchien Chen, Esther L. Kim and Markus Schuckert

Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 2, 312-325

Abstract: The significant rise in luxury shopping has recently gained much attention. This paper seeks to better understand the factors involved in luxury consumption. Specifically, a list of 10 luxury fashion-brand restaurants/cafés are identified and used to survey customers’ motivations, perceptions, demographics, and purchase behavior. This study finds that brand equity drivers significantly influence individual’s intention to visit other luxury fashion-brand restaurants/cafés, and purchase products that are associate with the luxury fashion-brand restaurants/cafés where he/she has previously patronized. Female customers show loyalty to luxury fashion brand products and revisit that specific fashion brand restaurants/cafés. These findings enrich and update the existing body of knowledge on luxury-branded restaurants/cafés in relation to customers’ decision making. This study also provides practical implications for luxury fashion-brand F&B owners.

Date: 2023
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DOI: 10.1080/21639159.2020.1808825

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