Abstract
AbstractAs the COVID‐19 pandemic has severely affected the restaurant industry, the authors sought to test the effects of restaurant image on advocacy and willingness to pay premium prices. Data were collected using a questionnaire survey from a sample of 517 restaurant consumers and analyzed using a covariance‐based structural equation model to test the hypotheses. Results identified the significant influence of social media marketing and promotion of COVID 19 protocols on restaurant image. Status consumption moderated the effects of willingness to pay arising from a positive restaurant image. The Attitude, Behavior, Context (ABC) theory provided theoretical support.
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