مشخصات مقاله | |
ترجمه عنوان مقاله | عشق در منو است: توانمندسازی برندهای رستوران سالم با طرح نوشته دست نویس |
عنوان انگلیسی مقاله | Love is in the menu: Leveraging healthy restaurant brands with handwritten typeface |
انتشار | مقاله سال ۲۰۱۹ |
تعداد صفحات مقاله انگلیسی | ۱۰ صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
پایگاه داده | نشریه الزویر |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | Scopus – Master Journals List – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
۵٫۳۵۲ در سال ۲۰۱۸ |
شاخص H_index | ۱۵۸ در سال ۲۰۱۹ |
شاخص SJR | ۱٫۶۸۴ در سال ۲۰۱۸ |
شناسه ISSN | ۰۱۴۸-۲۹۶۳ |
شاخص Quartile (چارک) | Q1 در سال ۲۰۱۸ |
مدل مفهومی | دارد |
پرسشنامه | ندارد |
متغیر | دارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت |
گرایش های مرتبط | بازاریابی |
نوع ارائه مقاله |
ژورنال |
مجله / کنفرانس | مجله تحقیقات کسب و کار-Journal of Business Research |
دانشگاه | The Ohio State University, Department of Human Sciences, 265C Campbell Hall, Columbus, OH 43210, United States of America |
کلمات کلیدی | تغذیه سالم، صنعت رستوران، برندسازی، طرح بصری، روانشناسی منو، طرح تجربی |
کلمات کلیدی انگلیسی | Healthy dining، Restaurant industry، Branding، Visual design، Menu psychology، Experimental design |
شناسه دیجیتال – doi |
https://doi.org/10.1016/j.jbusres.2019.02.022 |
کد محصول | E12194 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Abstract ۱٫ Introduction ۲٫ Theoretical background ۳٫ Study 1 ۴٫ Study 2 ۵٫ General discussion Acknowledgment Appendix A. Menu stimuli Appendix B. Measurement scales Appendix C. Supplementary data References |
بخشی از متن مقاله: |
Abstract
Recently, the restaurant industry has witnessed an unprecedented rise of healthy restaurant brands. However, the existing literature offers little guidance on how to effectively leverage such brands in the marketplace. To address this gap, the current research examines a novel marketing strategy (i.e., using handwritten typeface on menus) that enhances consumer responses to healthy restaurant brands. The results show that handwritten typeface creates a competitive advantage by conveying a sense of human touch, which subsequently induces the perception that love is symbolically imbued in the restaurant’s offerings. The belief that “menu contains love” leads to a wide range of favorable consumer responses including positive attitudes toward the menu, enhanced perceived healthiness of the brand, and higher social media engagement. The results show that these positive effects occur only when the restaurant brand is health-focused. Moreover, the handwritten typeface effect with healthy restaurants is observed in both social and solo dining contexts. Implications for branding, visual design, and menu psychology are discussed. Introduction Today’s consumers are becoming increasingly health-conscious. They look for healthier and higher-quality foods when eating out, are drawn by descriptions such as “locally grown” “seasonal” and “superfood”, and show a greater demand for menus with fresh, nutritious, and sustainable options (The Hartman Group, 2015; The Mintel Group, 2016). As a result, the restaurant industry has witnessed an unprecedented rise of healthy restaurant brands (Garfield, 2018; Gasparro, 2017; Olayanju, 2018). Even Oprah Winfrey is investing in a healthy restaurant brand named True Food Kitchen. According to Fortune (2018), Winfrey was very impressed by the team’s love and passion for healthy dining. Can a restaurant’s menu offerings contain “love”? Love in this context can be defined as “a consumer’s perception of an artisan’s emotion of strong attraction and passionate attachment to the product and its production process” (p. 99; Fuchs, Schreier, & Van Osselaer, 2015). Can customers feel it? Will it generate any favorable brand-related outcomes? |