What is it about?
This study hypothesized that different marketing communication channels will affect CE, brand trust, and brand loyalty differently, with a focus on US and Korean restaurant consumers who use SNS. The results indicate that for both Americans and Koreans, CE and brand trust play a crucial mediating role in restaurant marketing.
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This page is a summary of: Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers, Journal of Product & Brand Management, October 2020, Emerald,
DOI: 10.1108/jpbm-02-2020-2763.
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