Abstract
This study contributes to understanding the mediating and moderating processes that link technology management with brand equity accumulation through the function of attitudes. Two- and three-ways moderated model linking image/video integration and utilitarian functions to the strength of the relationship between technology inspiration and attitudes. Further, drawing on brand equity and attitude theory, our multiple mediation model posits that (1) the value-expressive attitude influences the social-adjustive attitude through the hedonic function, and (2) perceived quality may affect brand image and advance customer brand loyalty. Data from 642 visitors engaged in Kinmen culinary experience support this proposed model. Implications for theoretical and managerial practice are discussed in the final section. • New technology as a newly predictor of culinary brand equity. • A mediation-moderation empirical model was used to exams the proposition. • Value-expressive influences the social-adjustive through the hedonic function. • Perceived quality may affect brand image and advance visitor brand loyalty. • Data from 642 visitors engaged in culinary experience support this proposed model.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
