RT info:eu-repo/semantics/bookPart
T1 Place-of-origin Effects on Brand Loyalty: American Fast-Food Restaurants Under Examination
A1 Jiménez Torres, Nadia Huitzilin
A1 San Martín Gutiérrez, Sonia
A1 García-Gallego, José Manuel
K1 Place-of-Origin
K1 Perceived quality
K1 Brand loyalty
K1 Inner self-expressive brand
K1 Ethnocentrism
K1 Animosity
K1 Cultural intelligence
K1 Fast-food restaurants
K1 Consumidores-Conducta
K1 Consumer behavior
K1 Consumidores-Preferencias
K1 Consumers' preferences
K1 Marcas comerciales
K1 Trademarks
AB The present chapter explores the role of place-of-origin-related variables as antecedents of quality perception and loyalty toward American fast-food brands. The cognitive appraisal approach and the social identity theory help to propose a model that connects individual-related variables (animosity, ethnocentrism, metacognitive cultural intelligence) and brand-related variables (inner self-expressive brand, perceived quality and brand loyalty). The presented model was tested through empirical observation with 287 consumers of American fast-food brands. Partial least squares path modelling (SmartPLS3) was employed as a method to analyze the data. Results disclose a cognition-affection-behavior path that goes from metacognitive cultural intelligence to emotions such as animosity and inner self-expressive brand and, ultimately, behavioral brand loyalty. This investigation provides novel insight into key variables such as metacognitive cultural intelligence or the inner self-expressive brand in the field of place-of-origin regarding the service sector of restaurants.
PB Qatar University Press
SN 978-992-716-733-1
YR 2023
FD 2023
LK http://hdl.handle.net/10259/9673
UL http://hdl.handle.net/10259/9673
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 21-ene-2025