||In recent years, the living standard in Taiwan is promoted by the growth of economy. With the help of industrial transformation policies employed by Taiwan government, the business model in catering industry changed dramatically. Compare with other industries, starting a business from catering industry is easier. Thus, there are numerous brands succeed in Taiwan, and some of them tend to expend their business to China, Southeast Asia even to the whole world. |
The core of this study is based on the model of brand personality and literature review. The research model has combined brand reputation, atmosphere, brand personality, brand identification, brand loyalty, customer satisfaction, purchase intention and emotion. The samples of 674 collected through questionnaire survey. The study takes the regression analysis to test the effects of brand reputation, atmosphere, brand personality on consumer behaviors, the mediator effect of brand identification; the moderator effect of emotion. The result showed brand reputation, atmosphere, and brand personality will significantly and positively influence consumer behavior. In addition, brand identification has the partial mediator effect, and the moderator effect of emotion of this study is proved.
Based on the result, managers should be engaged in maintain the core value of the brand to bring out positive consumer behaviors. A restaurant with brilliant brand personality and attractive atmosphere would leads great consumer behaviors as well. Besides, manager can promote brand identification and enhance brand loyalty, customer satisfaction and purchase intention by color arrangement, providing a friendly, clean dining and efficient order service for customers.