Title: Determinants of emotional brand attachment in casual dining restaurants

Authors: Navneet Gera; Anjali Garg; Swati Rohatgi

Addresses: Jagannanth International Management School, MOR Pocket 105, Kalkaji, New Delhi, 110019, India; Bharati Vidyapeeth (Deemed to be University), Pune, India ' Bharati Vidyapeeth (Deemed to be University), Pune, India; Bharati Vidyapeeth Institute of Management and Research, A-4, Paschim Vihar, New Delhi – 110063, India ' Bharati Vidyapeeth (Deemed to be University), Pune, India; Bharati Vidyapeeth Institute of Management and Research, A-4, Paschim Vihar, New Delhi – 110063, India

Abstract: Frequent dine-out is the latest addition to the lifestyle, resulting in the tremendous growth and competition in the organised segment of the restaurant industry in India. Therefore, only rational factors are not enough for consumers to choose any brand. The concept of brand attachment can also play a crucial role in making consumers choose a particular brand of restaurants. This research aims at empirically examining and validating the antecedents of emotional brand attachment with reference to casual dining restaurants in Delhi-NCR. The research is descriptive and causal in nature. The sample population for the survey is selected through a convenient non-probability sampling method. Primary data is collected through a self-administered online questionnaire. The data is analysed through structured equation modelling approach via measurement and structural model to examine the positive effects of identified variables and emotional brand attachment. The study contributes to the existing literature by advancing the debate on emotional brand attachment and identifying its antecedents in casual dining restaurants.

Keywords: emotional brand attachment; casual dining restaurant; brand experience; ideal self-congruency; service quality.

DOI: 10.1504/IJMP.2024.138169

International Journal of Management Practice, 2024 Vol.17 No.3, pp.279 - 302

Received: 03 Feb 2022
Accepted: 26 Sep 2022
Published online: 30 Apr 2024 *

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