Brand knowledge and non-financial brand performance in the green restaurants: Mediating effect of brand attitude

Kuo Ning Liu, Clark Hu, Meng Chen Lin, Tung I. Tsai, Qu Xiao

Research output: Journal article publicationJournal articleAcademic researchpeer-review

19 Citations (Scopus)


The restaurant business has been increasingly recognized for its ability to help mitigate many negative environmental impacts. To develop a competitive advantage, green restaurants may adopt an innovative branding strategy. Marketing management recognizes that understanding brand attitude is critical for marketing strategies. Studies have examined the relationship between brand knowledge and non-financial brand performance. However, it remains unclear how the green restaurant brand attitude affects this relationship. This study aims to fill this research gap by identifying the composition and structure of the brand attitude in Taiwan's green restaurants and examining the mediating effects of brand attitude on the relationship between brand knowledge and brand performance. The findings of this study broaden and deepen the current knowledge of the role of brand attitude in Taiwan's green restaurant industry. In practice, it is suggested that green restaurant management should develop well-known brand knowledge to form brand attitudes and foster brand performance.

Original languageEnglish
Article number102566
JournalInternational Journal of Hospitality Management
Publication statusPublished - Aug 2020


  • Brand attitude
  • Brand knowledge
  • Green restaurants
  • Non-financial brand performance

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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