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Journal of Food Products Marketing Volume 25, 2019 - Issue 3
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Articles

The Role of Informational and Congruence Clues in Advertisement for an Ethnic Restaurant

Leonardo Aureliano-SilvaPost Graduate Program in Food and Beverage Management, Escola Superior de Propaganda e Marketing – ESPM, Anhembi Morumbi University, São Paulo city, BrazilCorrespondence[email protected]
ORCID Iconhttp://orcid.org/0000-0003-0884-3849
ORCID Icon,
Carlos Alberto AlvesPost Graduate Program in Hospitality and Food and Beverage Management, Anhembi Morumbi University
&
Sérgio Luiz do Amaral MorettiSão Paulo, Brazil
Pages 322-339 | Published online: 05 Dec 2018
 
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ABSTRACT

This study analyzes the effect of informational clues and Chef-Cuisine congruence, and their relation to advertisements for a Japanese restaurant. Two experiments were conducted with 171 consumers. Findings supported the following: Congruence between a Japanese restaurant and Japanese Chef results in higher approval ratings than the combination of Japanese restaurant with Brazilian Chef. However, if the advertisement states that the restaurant has won an award, then Chef-restaurant congruence is no longer an important factor in consumers’ evaluations.

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