Purpose: This study aims to examine the effects of self-image congruities (i.e. the match between the image of a product or brand and a customer’s image of themselves) as an affective psychological process in the context of a restaurant setting. The study proposed that a customer’s...

Purpose: The purpose of this study is to explore the dimensions of restaurant customers’ engagement or disengagement with healthy eating in terms of individual and environmental factors to develop a scale. The results identified the underlying constructs of customers’ individual motives for...

Purpose This study aims to investigate how restaurant customers’ heuristic judgment, originating from their perceived level of congruity between restaurant brand image regarding healthfulness and healthy menu products, can affect their information processing in terms of their perceived...

Purpose: The purpose of this paper is twofold: first, to reflect on the value of e-mails for recruiting and interviewing in a specific context in qualitative research, and second, to reflect on the benefits of the reflexive practice in sharing the research experience for gaining a deeper...

Purpose: This paper aims to characterise the “social” in social entrepreneurship (SE) by examining social value creation (SVC) from the perspective of vulnerable beneficiaries within a developing country context. It uses the lens of care ethics to garner insights into SVC based on what...

Purpose: This paper examines the ethical tensions in social entrepreneurship (SE) research by focusing on the ethical consequences of obtaining ethics approval in a university in the developed world while executing fieldwork for data collection in a developing country. It aims to offer insight...