요리사브랜드 속성, 애착, 고급레스토랑 소비자반응에 관한 연구

초록

The purpose of this study is to understand chefs from a human brand perspective and to explicitly explain theinterrelationship between the chef brand’s attributes and their effects on consumer attachment and response to finedining restaurants of celebrity chef. Furthermore, the study verified the moderating role of the customers' conspicuousconsumption tendency. To achieve the purpose, factor analysis, simple, multiple, and hierarchical regression analysiswere used. Results of the empirical analysis of this study indicate that “similarity/familiarity” and “professionalism”—amongfour chef brand’s attributes “similarity/familiarity,” “favorable impression,” “professionalism,” and “truthfulness”—arethe attributes most related to the level of attachment to celebrity chef, and that “professionalism” and “truthfulness”positively influenced consumers’ responses to fine dining restaurants of celebrity chef. In addition, it is found thatattachment to the chef brand positively influenced consumers’ responses to fine dining restaurants. And it is showedthat the customers' conspicuous consumption tendency moderates the relationships between “truthfulness" andconsumers' responses to fine dining restaurants. Finally, the study closes with a discussion about its theoretical andpractical contributions and implications, and limitations.

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