Understanding the Consumer-Brand Relationship Quality : Its Relationship with Perceived Involvement and Restaurant Brand Choice

Although the importance of the relationship between consumers and brands has been recognized by a wider community, relatively little academic interests have been shown regarding the quality of the consumer-brand relationship and thus there remains a lack of consensus amongst researchers as to what the concept really is and how it works. The aim of this study was to provide better and richer understandings of the roles of a consumer-brand relationship on the perceptions of service customers by empirically examining the construct of the consumer-brand relationship quality, and the relationships among consumer-brand relationship, choice behaviour, and involvement level in the context of hospitality industry. The findings suggested the consumer-brand relationship quality concept is valid in the context of restaurant brands. The consumer-brand relationship quality was found to have a significant influence on restaurant brand choice. However, the moderating effect of perceived involvement was not confirmed in this study.