Creating the customer-based brand equity through the viewpoints of technology inspiration and functional attitude theory

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.