Abstract
ABSTRACT This research is designed to examine the relationships between brand awareness, consumer emotion, which involves pleasure and arousal, brand trust, and customers’ intention to revisit in the setting of foodservice business for the public. Moreover, this study assesses and evaluates the moderating role of the two types of foodservice businesses, which include name-brand coffee shops and family restaurants, amid the course of the revisit intention formation. The structural equation modeling (SEM) analysis is used to test the research model. The statistical results indicate that brand awareness is a helpful originator of brand trust, arousal, and pleasure, which in part mediates the relationship between brand trust and brand awareness. Brand trust positively affects customers’ revisit intention. The moderating effect of the foodservice business type is significant for the purpose of forecasting and estimating in the relationship between trust and arousal and between brand trust and revisit intention.
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