The proliferation of branded products and services within the last decade has made it increasingly difficult for consumers to distinguish and choose amongst various brands. To reduce the complexity when choosing one brand over another, consumers may focus on a small set of a few brands in which they contrast and compare. This study examined the consumer's brand categorization process and brand evaluations using Bayesian statistics. Particular brand attributes within the Evoked Set resulting in a significant influence include the consumers’ confidence in their ability to evaluate speed of service, taste, price, quality and location of the branded restaurants. Consumers placed restaurant brands in their Hold Set due to lack of confidence in evaluating the taste of the products offered, its prices, brand locations and, most likely, not having formed a clear opinion about the brand. For the most part, cognition and confidence predictably predisposed a consumer to place a brand in the Foggy Set . Finally, in the case of Reject Set , lack of confidence in evaluating a brand, dissatisfaction with a brand and a negative intention to eat at a restaurant were significant factors in placing a brand in a consumers’ Reject Set .
International Journal of Hospitality Management – Elsevier
Published: Mar 1, 2009
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera