EconPapers    
Economics at your fingertips  
 

Discovery brand authentic and sensory experience influencing word of mouth with mediation and moderation setting

Yung-Chuan Huang

Current Issues in Tourism, 2024, vol. 27, issue 23, 4185-4202

Abstract: The purpose of the current study is to explore the direct, indirect and moderating roles of local food consumption and behaviour analysis. Although previous studies have highlighted the importance of local food and cultural experience, there is a lack of incorporation among different mechanism analyses. The current study therefore integrates a multiple mediation-moderation model using 670 participants from different regions in Taiwan. The results show that brand authenticity is a critical foundational attribute of indirect influence word of mouth (WOM) through sensory experience and cultural involvement. Furthermore, this study also confirmed the critical moderating attribute of behavioural intention and information quality in the strength of the above relationship among brand authenticity, WOM, sensory experience and cultural involvement.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/13683500.2023.2289591 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:27:y:2024:i:23:p:4185-4202

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rcit20

DOI: 10.1080/13683500.2023.2289591

Access Statistics for this article

Current Issues in Tourism is currently edited by Jennifer Tunstall

More articles in Current Issues in Tourism from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().

 
Page updated 2025-03-20
Handle: RePEc:taf:rcitxx:v:27:y:2024:i:23:p:4185-4202