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Haute couture-to-table? A study of luxury fashion-brand restaurants/Cafés

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  • Chihchien Chen
  • Esther L. Kim
  • Markus Schuckert

Abstract

The significant rise in luxury shopping has recently gained much attention. This paper seeks to better understand the factors involved in luxury consumption. Specifically, a list of 10 luxury fashion-brand restaurants/cafés are identified and used to survey customers’ motivations, perceptions, demographics, and purchase behavior. This study finds that brand equity drivers significantly influence individual’s intention to visit other luxury fashion-brand restaurants/cafés, and purchase products that are associate with the luxury fashion-brand restaurants/cafés where he/she has previously patronized. Female customers show loyalty to luxury fashion brand products and revisit that specific fashion brand restaurants/cafés. These findings enrich and update the existing body of knowledge on luxury-branded restaurants/cafés in relation to customers’ decision making. This study also provides practical implications for luxury fashion-brand F&B owners.

Suggested Citation

  • Chihchien Chen & Esther L. Kim & Markus Schuckert, 2023. "Haute couture-to-table? A study of luxury fashion-brand restaurants/Cafés," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 33(2), pages 312-325, April.
    • Handle: RePEc:taf:jgsmks:v:33:y:2023:i:2:p:312-325
    DOI: 10.1080/21639159.2020.1808825
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