A Study on the Relationship between Brand Attributes Impact and Situational Involvement : The Case of Restaurants

The aim of this study was to examine 1) the influence of brand personality and brand functionality on consumers’ purchase intent and 2) the influence of situational factors on the importance of brand personality and brand functionality when consumers choose restaurant brands. Strengths and types of involvement were set as situational factors which moderate the relationship between brand attributes and purchase intent. The findings revealed that both brand personality and functionality attributes made statistically significant contributions on consumers’ restaurant choice and strength of involvement moderated the relationship between brand personality and purchase intent which imposes brand personality attributes have a greater influence on restaurant choice if situational involvement is high than when situational involvement is low.