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Impact of functional/cognitive and emotional advertisements on image and repurchase intention


Chua, Bee Lia and Han, Heesup and Hong, Ngoc Nguyen and Song, Hakjun and Lee, Sanghyeop (2019) Impact of functional/cognitive and emotional advertisements on image and repurchase intention. Journal of Hospitality Marketing and Management, 28 (4). pp. 446-471. ISSN 1936-8623; ESSN: 1936-8631


In this study, we attempted to explore the role of chain steakhouse image (functional, symbolic, and experiential), pleasure, arousal, and brand satisfaction in building customer repurchase intention and to uncover the moderating impact of functional/cognitive and emotional advertisements (ads). A field survey was conducted for data collection. A quantitative approach was employed to analyze the data. Findings from the structural analysis showed that image, emotions, and satisfaction played a significant role in generating intention, both pleasure and satisfaction acted as mediators, and hypothesized associations were mostly supported. Moreover, the relationships among functional image, pleasure, and brand satisfaction within the proposed theoretical framework were significantly moderated by functional/cognitive and emotional ads. Implications for researchers and practitioners are discussed. Current research provides chain steakhouse management a better understanding of the underlying complicated mechanism of customers’ repurchase decision generation process.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Food Science and Technology
DOI Number: doi.org/10.1080/19368623.2019.1531803
Publisher: Routledge
Keywords: Chain steakhouse image; Functional/cognitive ads; Emotional ads; Brand satisfaction; Repurchase intention
Depositing User: Azhar Abdul Rahman
Date Deposited: 30 Sep 2020 08:45
Last Modified: 30 Sep 2020 08:45
Altmetrics: http://altmetrics.com-details.php?domain=psair.upm.edu.my&doi= doi.org/10.1080/19368623.2019.1531803
URI: http://psasir.upm.edu.my/id/eprint/80160
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