Consumer-based chain restaurant brand equity, brand reputation, and brand trust

• Brand reputation mediates the effects of food & service quality, brand affect, and brand awareness on brand trust.
• Effect of brand association on brand trust is fully mediated via brand reputation.
• The study compares differences among groups according to the consumer visit purpose in relation to the consumer-based chain restaurant brand equity dimensions.

This study develops and tests a consumer-based chain restaurant brand equity(CBCRBE) model and investigates the mediating effects of brand reputation on the relationship between CBCRBE and brand trust. Using a structural equation modeling (SEM) analysis, the four dimensions of CBCRBE- food & service quality, brand affect, brand awareness, and brand association- are found to have positive effects on brand reputation. Moreover, it is demonstrated that brand reputation has a positive effect on brand trust. The results of study confirm that brand reputation partially mediates the effects of food & service quality, brand affect, and brand awareness on brand trust. In addition, the effect of brand association on brand trust is fully mediated via brand reputation. The study of CBCRBE offers insights into the efficient strategies that can be used to enhance brand reputation and secure brand trust in the restaurant industry. Finally, based on the result of the relationship between CBCRBE, brand reputation, and brand trust, the study compares the differences among the groups according to the consumer visit purposes in relation to the CBCRBE dimensions. The results of the study contribute to improve understanding of the complex psychological processes involved in consumer selection criteria for a chain restaurant or relevant service industry.