Chompoonut Suttikun, Patcharaporn Mahasuweerachai, William Hamilton Bicksler
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Marketing strategies in the age of COVID-19: An Attitude, Belief, Context Approach
As the COVID-19 pandemic has severely affected the restaurant industry, the authors sought to test the effects of restaurant image on advocacy and willingness to pay premium prices. Data were collected using a questionnaire survey from a sample of 517 restaurant consumers and analyzed using a covariance-based structural equation model to test the hypotheses. Results identified the significant influence of social media marketing and promotion of COVID 19 protocols on restaurant image. Status consumption moderated the effects of willingness to pay arising from a positive restaurant image. The Attitude, Behavior, Context (ABC) theory provided theoretical support.
期刊介绍：
Publishing original research and scholarly reviews in areas of family and consumer sciences and related disciplines, Family & Consumer Sciences Research Journal is concerned with the general well-being of families and individuals, including such areas as child and family studies; clothing and textiles; consumer sciences education; family economics and management; food and nutrition; and housing, equipment, and design.
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