Articlegreen2023

What’s on the menu? How celebrity chef brands create happiness

Paula Cristina Lopes Rodrigues · Ana Margarida Brochado · Ana Sousa · Ana Pinto Borges · Isabel Barbosa

18 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Culinary Culture and Tourism

Abstract

Purpose This study aims, first, to understand consumers’ perception of chefs as human brands (i.e. study one). Second, tests were run to assess the validity of a new conceptual model of the relationships between the factors of chef image, luxury restaurant image, both images’ congruity and consumers’ hedonic and novelty experiences and happiness and well-being (i.e. study two). Design/methodology/approach The first qualitative study involved using Leximancer software to analyse the data drawn from 43 interviews with luxury restaurant clients. In the second quantitative study, 993 valid survey questionnaires were collected, and the proposed model was tested using structural equation modelling. Findings The results reveal that consumers perceive chefs as human brands and the associated narratives include both performance- and popularity-based characteristics. The findings support the conclusion that individuals give great importance to chefs’ image and the congruence between chefs and their restaurant’s image. In addition, luxury restaurant image only affects novelty experiences, and both hedonic and novelty experiences have a positive effect on customers’ happiness and well-being. Research limitations/implications This research focused on Portuguese luxury restaurants. The consumers’ happiness and well-being needs to be replaced by other outcomes to confirm if the model produces consistent results. Practical implications The results should help luxury restaurant managers understand more fully which pull factors are valued by their clients and which aspects contribute the most to their pleasure and welfare. Originality/value This study adds to the extant literature by exploring consumers’ perceptions of chefs as human brands and the role these chefs’ image play in customers’ luxury restaurant experiences and perceived happiness and well-being.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2000The "What" and "Why" of Goal Pursuits: Human Needs and the Self-Determination of Behavior 1985The Satisfaction With Life Scale 1999Subjective well-being: Three decades of progress.1984Subjective Well-Being 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun

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