Author(s)

Liu Miaoling ¹, Zhu Zhuying ¹

Affiliation(s)

¹ School of Business, Lingnan Normal University, Zhanjiang, China

Corresponding Author

Liu Miaoling

ABSTRACT

The catering industry has entered a brand era, and the development and maintenance of brands is very important for the growth of catering enterprises. We studied the influence between brand experience and brand image by taking Sichuan cuisine brand as an example. We refer to a large number of research literatures, put forward research hypotheses based on relevant theories and practical problems, constructed a research model of brand experience-brand image, and designed a questionnaire to verify the hypothesis. Finally, 203 valid samples were recovered and analyzed by SPSS and AMOS software. There is a certain positive correlation between brand experience and brand image. Relatively speaking, the emotional experience dimension has the strongest impact on brand image, followed by sensory, service, and association, and culture has the weakest impact. This research not only enriched the relevant theories of brand experience and brand image, but also provided corresponding management suggestions for the development of catering industry brands, especially the establishment of Sichuan cuisine brand image.

KEYWORDS

Brand experience; brand image; Sichuan cuisine brand

CITE THIS PAPER

Liu Miaoling, Zhu Zhuying, Research on the Influence of Sichuan Cuisine Catering Brand Experience on Brand Image. Manufacturing and Service Operations Management (2023) Vol. 4: 15-22. DOI: http://dx.doi.org/10.23977/msom.2023.040303.

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