Antecedents and consequence of consumers’ attitude towards brand preference: evidence from the restaurant industry

AbstractThe purpose of this paper is to develop and test an integrated model by incorporating the antecedents and consequences of brand preference in the context of restaurant industry. Data are collected using a self-administrated questionnaire based on an extensive literature review. A sample of 360 student respondents from a large university of Iran is used. Structural equation modelling is used to test the proposed model. There are two major findings in this research. First, brand personality and brand equity are found to be the main antecedents of brand preference. Second, the construct of brand preference is positively associated with word of mouth behaviour. The paper contributes by filling a gap in the branding literature, in which empirical studies on antecedents and consequences of brand preference in restaurant industry have been scarce until now.