Purpose

Following the planned behaviour theory, the aim of the paper is to analyse the role played by brand attachment, brand characteristics and congruence in enhancing brand attitude while leading to revisit intentions and word-of-mouth (WOM) in the restaurant sector.

Design/methodology/approach

The study is based on the quantitative method and considered 464 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square–structural equation modelling (PLS-SEM).

Findings

This study expands the literature about WOM and revisit intentions. The paper states that brand attitude positively influenced revisit intentions and WOM. Besides, findings highlighted that analysed concepts were positively correlated and that they played an important role in impacting revisit intentions and WOM, apart from one factor: social self-congruity, which was not significantly related to brand attitude.

Practical implications

The results of this paper show practitioners how to develop suitable strategies that set the bases for developing customer loyalty and repeat business. By putting into practice these suggestions in the restaurant sector, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.

Originality/value

The study offers a conceptual framework to explore the significance of several factors, including revisit intentions and WOM. In practice, taking into account the proposed framework, it is suggested that restaurant managers should assess these two items using several factors including congruence, brand characteristics and brand attachment.

中文翻译：

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将品牌态度与口碑联系起来，重新审视餐饮业的意图

目的

遵循计划行为理论，本文的目的是分析品牌依恋、品牌特征和一致性在提升品牌态度，同时导致餐饮业的重访意图和口碑（WOM）方面所起的作用。

设计/方法/方法

该研究基于定量方法，并考虑了餐厅顾客填写的 464 份问卷。使用偏最小二乘结构方程模型（PLS-SEM）探索数据。

发现

本研究扩展了有关 WOM 的文献并重新审视了意图。该论文指出，品牌态度对重访意图和口碑产生积极影响。此外，研究结果强调分析的概念是正相关的，它们在影响重访意图和口碑方面发挥了重要作用，除了一个因素：社会自我一致性，与品牌态度没有显着相关。

实际影响

本文的结果向从业者展示了如何制定合适的策略，为发展客户忠诚度和回头客奠定基础。通过在餐饮领域实施这些建议，品牌可以轻松树立态度，提升积极的口碑和重访意愿。

原创性/价值

该研究提供了一个概念框架来探索几个因素的重要性，包括重访意图和口碑。在实践中，考虑到拟议的框架，建议餐厅经理应使用多个因素来评估这两个项目，包括一致性、品牌特征和品牌依恋。