Abstract
Purpose This study aims to investigate the different effects of physical and social servicescapes on brand love for internet-famous restaurants, focusing on their pathways and strengths of influence. Design/methodology/approach Structural equation modeling was applied to analyze data from 387 online questionnaires in China. Findings Results indicate that social servicescape directly influences brand love for internet-famous restaurants, while physical servicescape does not. The effect of physical servicescape on brand love for internet-famous restaurants is mediated by perceived coolness and perceived enjoyment, whereas social servicescape’s influence is mediated solely by perceived enjoyment. Overall, physical servicescape has a stronger impact on brand love for internet-famous restaurants compared to social servicescape. Practical implications The findings help internet-famous restaurants create effective physical and social servicescapes to enhance brand love, underscoring that physical servicescape is more crucial than social servicescape for cultivating this love. Originality/value This study contributes to the literature by analyzing the heterogeneous pathways and strengths of physical and social servicescapes influencing brand love for internet-famous restaurants, while highlighting the mediating role of perceived coolness and expanding the application scope of cognitive appraisal theory.
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