The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty in Upscale Restaurants

Abstract

Brand prestige significantly influences trust, customer satisfaction, customer loyalty, and perceived risk. Perceived risk has a negative impact on trust, customer satisfaction, and customer loyalty. Data analysis also revealed the positive effect of trust on customer satisfaction and customer loyalty. Theoretical and managerial implications are provided in the conclusion and discussion.

KEYWORDS:

• brand prestige
• perceived risk
• trust
• customer loyalty
• luxury restaurants