Kim, Insin; Mi Jeon, Sang; Sean Hyun, Sunghyup - In: International Journal of Contemporary Hospitality Management 24 (2012) 3, pp. 402-429
Purpose – The purpose of this research was to investigate the structural relationships between chain restaurant patrons' brand attitude, utilitarian value, hedonic value, well‐being perception, and behavioral intentions with the moderating role of involvement. Design/methodology/approach –...