Haute couture-to-table? A study of luxury fashion-brand restaurants/Cafés

Chihchien Chen, Esther L. Kim, Markus Schuckert

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

The significant rise in luxury shopping has recently gained much attention. This paper seeks to better understand the factors involved in luxury consumption. Specifically, a list of 10 luxury fashion-brand restaurants/cafés are identified and used to survey customers’ motivations, perceptions, demographics, and purchase behavior. This study finds that brand equity drivers significantly influence individual’s intention to visit other luxury fashion-brand restaurants/cafés, and purchase products that are associate with the luxury fashion-brand restaurants/cafés where he/she has previously patronized. Female customers show loyalty to luxury fashion brand products and revisit that specific fashion brand restaurants/cafés. These findings enrich and update the existing body of knowledge on luxury-branded restaurants/cafés in relation to customers’ decision making. This study also provides practical implications for luxury fashion-brand F&B owners.

Original languageEnglish
Pages (from-to)312-325
Number of pages14
JournalJournal of Global Scholars of Marketing Science: Bridging Asia and the World
Volume33
Issue number2
DOIs
StatePublished - 2023

Keywords

  • Luxury fashion-brand
  • dining
  • food and beverage venture
  • hospitality
  • luxury consumption

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