I’m loving it but hating US: understanding consumer emotions and perceived service quality of US fast food brands

Kashif, Muhammad and Awang, Zainudin and Walsh, John and Altaf, Umair (2015) I’m loving it but hating US: understanding consumer emotions and perceived service quality of US fast food brands. British Food Journal, 117 (9). 2344-2360. ISSN 0007-070X (Printed) 1758-4108 (Onlinbe)

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Official URL: http://dx.doi.org/10.1108/BFJ-01-2015-0040

Abstract

The understanding of consumer emotions is rooted in the theories of psychology which laid the basis of theoretical development in the field of marketing and consumer behavior.It is acknowledged that people seek an in-group identity and wanted to continue with it, instead of trying to create and maintain an individual identity – absolutely true in high context cultures.The source of identity is the brand – the consumption which helps people to achieve social recognition. In an era where global consumer culture is on the move, local brands are spreading their wings in international markets which have necessitated the need to establish and maintain strong consumer-brand relationships. In order to counter the strong competition from home-country brands, global brands are trying to gain social approval and recognition among its target markets by highlighting “Made in…” country images.

Item Type: Article
Subjects: A General Works > AS Academies and learned societies (General)
H Social Sciences > H Social Sciences (General)
Faculty / Institute: Faculty of Economics & Management Sciences
Depositing User: Prof. Dr. Zainudin Awang
Date Deposited: 08 Nov 2015 00:49
Last Modified: 08 Nov 2015 00:49
URI: http://erep.unisza.edu.my/id/eprint/3845

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