LAUSR

Abstract Customer word of mouth (WOM) is the focus of restaurant research. However, until now, few empirical studies with integrated perspectives have explored whether traditional and emerging restaurants have different paths. To fill this research gap, Study 1 examined 546 customers of time-honored restaurants and proved that brand authenticity affects customer WOM through perceived value and brand identification. Furthermore, that process is positively moderated by cultural involvement. Study 2 conducted a survey of 571 customers in an Internet celebrity restaurant and found that brand personality could promote customer WOM through perceived coolness and brand experience. Moreover, food quality enhanced the process of coolness perception and brand experience. These findings highlight that different paths of brand characteristics lead to a high level of customer perception and brand behavior. In other words, brand psychology and brand behavior occupy different core positions in traditional and emerging restaurants.