The role of brand credibility in predicting consumers' behavioural intentions in luxury restaurants

Abstract

This study investigates the impact of brand credibility on consumers' brand purchase intention via various constructs. This study focuses on luxury restaurant brands and luxury restaurant patrons. A structural equation model is presented. The significant and positive impact of brand credibility on brand preference, information cost saved, brand prestige was conformed as well as their positive impact on behavioural intention, which tends to validate the proposed research framework. Implications concerning both research and managerial practices are offered.

Keywords::

• brand credibility
• brand preference
• brand prestige
• perceived risk
• luxury restaurant
• purchase intention