Analysing brand attachment for restaurant table booking mobile application
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 5 November 2024
Issue publication date: 21 January 2025
Abstract
Purpose
Restaurant table booking (RTB) mobile apps are transforming how consumers reserve tables in the restaurants of their choice. This study analyses how RTB mobile apps influence brand attachment (BA) and brand commitment (BC), highlighting the moderation effect of desire for uniqueness (DU) by integrating visual content theory and social exchange theory.
Design/methodology/approach
Data [N = 414] were collected through the survey method from consumers having experience in using RTB mobile apps. The data were analysed through structural equation modelling using AMOS and SPSS PROCESS macro to examine moderated relationship.
Findings
The results confirm that content aesthetic quality, perceived technical interactivity and brand investments influence BA and BC in the RTB mobile app and also confirm the moderating role of the DU.
Originality/value
The present work is among the first to study the sources of BA in the RTB mobile app domain. Thus, it contributes to the literature on the restaurant industry to understand consumers' BA behaviour to achieve BC.
Keywords
Acknowledgements
The authors would like to express their sincere gratitude for the support and guidance of the Editorial team and anonymous reviewers, who have provided their valuable suggestions and comments. Without their insightful comments, the authors would not have been able to present this paper in its existing form.
Citation
Srivastava, N. and Malhotra, G. (2025), "Analysing brand attachment for restaurant table booking mobile application", International Journal of Retail & Distribution Management, Vol. 53 No. 2, pp. 151-164. https://doi.org/10.1108/IJRDM-06-2024-0290
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited