Title

Haute Couture-to-Table? A Study of Luxury Fashion-Brand Restaurants/Cafés

Document Type

Article

Publication Date

1-29-2021

Publication Title

Journal of Global Scholars of Marketing Science

First page number:

1

Last page number:

14

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.

Keywords

Luxury fashion-brand; Luxury consumption; Food and beverage venture; Dining; Hospitality

Disciplines

Food and Beverage Management | Marketing

Language

English

UNLV article access

Search your library

Share

COinS