Restaurant Innovativeness and Brand Attachment: The Role of Memorable Brand Experience

Abstract

The rise in restaurant failures suggests that a strong customer-brand attachment is essential for long-term viability. For restaurant managers, enhancing customer attachment to the restaurant brand is critical. However, few studies have examined the drivers of customer brand attachment. Our research investigated the association between innovativeness and brand attachment and the mediating role of memorable brand experience. A self-administered questionnaire survey method was adopted. Data were gathered from customers of coffee shops in Taiwan. The results revealed that out of four dimensions of restaurant innovativeness, menu innovativeness and experiential innovativeness exerted a positive influence on brand attachment through the creation of a memorable experience. Experiential innovativeness also exerted a direct positive influence on brand attachment. Few studies have explored the development of brand attachment from the perspective of innovativeness. Hence, our study may be the first to offer a framework that connects innovativeness, memorable brand experience, and brand attachment.