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Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference

Edward S.-T. Wang (Graduate Institute of Bio-Industry Management, National Chung Hsing University, Taichung, Taiwan)

British Food Journal

ISSN: 0007-070X

Article publication date: 2 February 2015

Abstract

Purpose

Although food product value and food safety is widely acknowledged as a critical concern by consumers, little empirical evidence exists regarding how food product value is created and how product risk decreases as a result of service-brand equity. The purpose of this paper is to explore whether food service-brand equity (i.e. brand awareness and brand image) affects consumer-perceived food value, food physical risk, and brand preference.

Design/methodology/approach

In this study, data were collected from steakhouse consumers using a convenience sample (n=386). Structural equation modelling was used to analyse the survey data.

Findings

The results reveal that service-brand awareness and brand image produce considerably dissimilar effects on consumer-perceived food value and risk. Brand awareness positively affects consumer-perceived food value but does not influence perceived physical risk. By contrast, brand image negatively influences perceived physical risk and positively affects brand preference, but it does not add perceived value to the food product.

Originality/value

This study is the first to address these concerns, which are essential for understanding the role of service-brand equity in developing food-risk and value perceptions, and brand preference.

Keywords

Citation

Wang, E.S.-.-T. (2015), "Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference", British Food Journal, Vol. 117 No. 2, pp. 553-564. https://doi.org/10.1108/BFJ-09-2013-0260

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited