Pak. J. Statist.

2013 Vol. 29(5), 745-754

THE EFFECTS OF BRAND IMAGES ON PURCHASE
INTENTION IN CATERING INDUSTRY
Chien-Hsiung Lin
Dept. of Hospitality and M.I.C.E. Marketing Management
National Kaohsiung University of Hospitality and Tourism
1 Sung-Ho Rd. Hsiao-Kang Kaohsiung Taiwan R.O.C.
Email: axel@mail.nkuht.edu.tw
ABSTRACT
This study is to discuss the relations between brand images on purchase intention in
catering industry; quantitative questionnaire survey is preceded in this study. Total 500
copies are distributed and 361 copies are collected, where 354 copies are valid, with the
retrieval rate 71%. Having Functionality, Symbolism, and Experientiality in brand image
as independent variables and Possibility of Buying, Considered Purchase Product,
Recommending Friends for Buying in purchase intention as dependent variables, the
casual relationship is explored. After the data analyses with Regression Analysis and
Analysis of Variance, the following results are concluded. (1) Brand image presents
partially positive effects on Possibility of Buying in purchase intention. (2) Brand image
shows remarkably positive effects on Considered Purchase Product in purchase intention.
(3) Brand image reveals partially positive effects on Recommending Friends for Buying
in purchase intention. (4) Demographic variables appear partially notable effects on the
correlations between brand image and purchase intention. Taking Ambassador Hotel
Kaohsiung as the research subject, the study is expected to provide precious opinions for
catering industry promoting the brand image.
KEY WORDS
Catering Industry; Brand Image; Purchase Intention; Demographic Variables;
Moderating Effect.
1. RESEARCH BACKGROUND AND MOTIVATION
According to 2009 Annual Survey Report of Visitors of Tourism Bureau, Rep. of
China (Taiwan), delicacy was the key factor in international tourists visiting Taiwan, in
which tourists from Japan, Hong Kong, Korea, and Macao were especially attracted to
Taiwanese food (Tourism Bureau, Rep. of China (Taiwan), 2009). Apparently, the
image of Taiwanese food is internationally approved. While the government
progressively developing Taiwan tourism, the potential of Taiwanese food cannot be
ignored. The connection between delicacies and specific countries or regions could
become the powerful tourism marketing (Richards, 2002; Horng & Tsai, 2010).
Consequently, visitors in Taiwan not only could experience the magnificent scenery in
Taiwan, but also enjoy the local delicacies and perceive local culture through diet and
tourism that Taiwanese food and specialties have play a critical role. Under the impact
2013 Pakistan Journal of Statistics
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The effects of brand images on purchase intention in catering industry

of new living styles in Taiwan, the increasing national income and the changing life
styles have delicacy programs and reports be largely discussed and introduced in news
reports and magazines. Delicacies have become the common chatting topic among
people. For catering industry, the market is getting delicate that simply focusing on
products can no longer remain the long-term strength. For people in the new era, the
selection of Brand, in addition to product quality, is one of the considerations before
consumption. For this reason, Brand Image, Brand Awareness, Customer Identity, and
Brand Loyalty are the key factors in establishing a chained business. Effectively
promoting customers purchase intention through brand image therefore becomes a
primary issue for catering industry.
2. LITERATURE REVIEW AND HYPOTHESIS
2.1 Brand Image
Brand image, with the function of driving brand entity, is defined as consumers
associations with brand names; such associations contain the solid attribute of real
perception or the functional attribute of recognition, such as speed and value, and soft
attributes, like excitement and reliability. The establishment of brand image requires a lot
of energy and efforts that the products will not be delivered to the market without
achieving certain quality standard. Bad product quality would affect the brand image and
further result in larger loss of the business.
Keegan et al. (1995) regarded brand image as consumers overall impression on
brands, including the recognition or discrimination of other brands, brand characters, and
committed profits. Aaker (1996) defined brand image based on the functional profits and
functioned brand image based on emotional profits and self-expression profits; the
connection allowed the sustainable management of businesses and built higher relations
with customers.
Kamins and Marks (1991) indicated that consumers presented higher brand attitudes
and purchase intention towards familiar products with good brand image. Lin (2009)
explained brand image as consumers overall perception of brands through the brand
recognition in the memory, i.e. information-combined product experiences. Peng (2010)
considered brand image as the sum of brand perception presented by consumers unique
concepts of product characteristics or products which were reflected by the relations
between brand perception and brand association in the memory. Kotler (1997) regarded
brand image as consumers brand belief developed from the attributes of each brand.
Keller (2001) pointed out brand image as the perception of brands which responded to the
brand association in consumers memories, while brand association was the information
connection between individual memory and brands. Park et al. (1986) regarded consumer
demands as the key factor in specific products as well as the major basis of product
design and further proposed three dimensions for brand image, as follows.
1) Functionality, the real profits of products or services, focused on solving
consumers problems that it was generally designed for consumers basic
demands.

Chien-Hsiung Lin

747

2) Symbolism, the added value of products or services, stressed on product brands

satisfying consumers internal demands, such as self-value enhancement, role
orientation, group integration, and self-identity that such products were generally
designed for connecting individuals with specific groups, roles, or self-image.
3) Experientiality, the perception of products or services, emphasized to satisfy
consumer demands of perceived pleasure, diversity, and perceived stimulation for
desired products that such products were commonly designed for satisfying
internal demands for stimulation and diversity.
2.2 Purchase Intention
Purchase intention is regarded as consumers behavioral intention after receiving the
advertisement. Zeithaml (1988) indicated that consumers purchase intention was often
determined by the perceived profits and value. Dodds et al. (1991) showed purchase
intention as the possibility of intending to purchase a product, as the probability,
possibility, and intention of a customer willing to purchase a product. Spears and Singh
(2004) considered purchase intention as the effort of an individual consciously planning
to purchase the products of a brand. Zeithaml et al. (1996) pointed out behavioral
intention as the index of customers retaining or leaving a business. Lin (2009) defined the
purchase intention as the respond probability of customers purchasing the specific
products. He & Hu (2008) explained that purchase intention was the transaction after
consumers evaluating the overall products, i.e. the attitudes towards purchase behaviors.
Zeithaml (1988) indicated that consumers purchase intention would be affected by
individual intrinsic and extrinsic characters, objective value, quality perception, and value
perception.
Hsu (2009) stated the purchase intention as the subjective probability of customers
selecting specific brands. He & Hu (2008) measured purchase intention with the
dimensions of willing to purchase, Worth of purchase, and suggesting others to purchase.
Schiffman and Kanuk (2000) measured purchase intention by enquiring consumers
intention to select certain brands, including Absolutely, Possibly, Uncertain, Possibly
Not, and Never. In Changs (2009) scale, Possibility of Buying, Considered Purchase
Product, and Recommending Friends for Buying were used for measuring consumers
purchase intention. Biswas (1992) measured purchase intention with the dimensions of
Possibility of consumers purchasing the products, Possibility of consumers purchasing
the products when deciding to purchase, and Possibility of recommending others
purchasing the products.
2.3 Effects of Brand Image on Purchase Intention
Favorable brand image is the key factor in purchasing intention and Cause consumers
to purchase intention (Shen & Chou, 2006; Jo, Myung-Soo, Nakamoto & Nelson, 2003;
Keller, 1993). After perceiving the value, consumers are likely to appear purchase
intention (Lin & Chen, 2006) that brand image plays a critical role in purchase decision.
Besides, well-known brand image could become the major choice of purchasing specific
products (Macdonald & Sharp, 2000) that brand image appears positive effects on
purchase intention (Hsueh & Lee, 2008). However, brand image represents consumers

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The effects of brand images on purchase intention in catering industry

viewpoints of a business that they would select the products with favorable business
image.
Symbolic brand image could enhance consumers purchase intention. Lin & Hong
(2009) indicated that emotional advertisement could better stimulate consumers
purchase intention than rational ones. Chen & Chang (2010) pointed out the positive
effects of brand image on consumers purchase intention that better brand image would
enhance consumers purchase intention. A recent study finds the relevance of income
level of the consumer, compared to lower income bracket consumers, higher income
bracket consumers show higher purchase intention as a result of perceived value (Tseng
& Tsai, 2011). When Compared to. Accordingly, in this study, the following hypotheses
are made.
H1: Brand image presents significantly positive effects on Possibility of Buying
in purchase intention.
H2: Brand image shows remarkably positive effects on Considered Purchase
Product in purchase intention.
H3: Brand image reveals notably positive effects on Recommending Friends for
Buying in purchase intention.
H4: Gender appears outstanding effects on the correlations between brand image
and purchase intention.
H5: Age shows significant effects on the correlations between brand image and
purchase intention.
H6: Occupation presents significantly positive effects on the correlations
between brand image and purchase intention.
H7: Educational background presents notable effects on the correlations between
brand image and purchase intention.
H8: Disposable income appears significant effects on the correlations between
brand image and purchase intention.
3. RESEARCH METHOD
3.1 Research Framework
Summing up the above literature review, the conceptual framework (Fig. 1) is drawn
to discuss the correlations among demographic variables, brand image, and purchase
intention.

Chien-Hsiung Lin

749

Demographic Variables

Purchase Intention

H4~6

Brand Image

H1~3

1. Possibility of Buying
2. Considered Purchase Product
3. Recommending Friends for
Buying

Fig. 1: Research Framework

3.2 Research Sample and Sampling Data Analysis
Inaugurated in 1981, Ambassador Hotel Kaohsiung was appraised as a five-star hotel
with Ambassador Hotel Taipei in 1983 and received the first Taiwan Golden Quality
Awards in 1997. Approved of ISO-9002, it was appraised by Business Traveler as the
cleanest and the most comfortable five-star international hotel with the best services. The
hotel is equipped with 453 luxurious guest rooms, seven restaurants and bars, 19
conference rooms and various leisure facilities. By distributing and collecting
questionnaires on-site, the customers of Ambassador Hotel Kaohsiung are sampled. Total
500 copies are distributed; within 361 retrieved copies, 354 copies are valid, with the
retrieval rate 71%. Each retrieved copies is regarded as a valid sample. SPSS is utilized
for data analyses, and Factor Analysis, Reliability Analysis, Regression Analysis, and
Analysis of Variance are applied to testing the hypotheses.
4. RESEARCH RESULT AND ANALYSIS
4.1 Factor Analysis of Brand Image
Based on the dimensions for brand image proposed by Park et al. (1986), three factors
were extracted with Factor Analysis, including Functionality (eigenvalue=2.771, =0.88),
Symbolism (eigenvalue=2.348, =0.85), and Experientiality (eigenvalue=1.726, =0.90).
The covariance explained achieved 83.162%.
Referring to the dimensions for purchase intention proposed by Chang (2009), three
factors were extracted with Factor Analysis, containing Possibility of Buying
(eigenvalue=2.162, =0.82), Considered Purchase Product (eigenvalue=1.554, =0.83),
and Recommending Friends for Buying (eigenvalue=1.237, =0.87). The covariance
explained reached 76.813%.
4.2 Brand Image and Purchase Intention in the Correlation Analysis
1) Brand image and Possibility of Buying in purchase intention in the correlation
analysis
Table 2, the results showed significant effects of Functionality (=1.835*) and
Experientiality (=2.273**) on Possibility of Buying with Multiple Regression
Analysis to test H1, that H1 was partially supported.

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The effects of brand images on purchase intention in catering industry

2) Brand image and Considered Purchase Product in purchase intention in the

correlation Analysis
Table 2, the results presented the remarkable effects of Functionality (=1.538*),
Symbolism (=1.762*), and Experientiality (=1.633*) on Considered Purchase
Product with Multiple Regression Analysis to test H2, that H2 was supported.
3) Brand image and Recommending Friends for Buying in purchase intention in the
Correlation Analysis
Table 2, the results revealed outstanding effects of Functionality (=1.946*) and
Experientiality (=2.736**) on Recommending Friends for Buying with Multiple
Regression Analysis to test H3, that H3 was partially supported.
Table 2
Multiple Regression Analysis of Brand Image and Purchase Intention
Dependent
Purchase intention
Variable
Independent
Considered
Recommending
Possibility of Buying
Variable
Purchase Product
Friends for Buying
Brand image

Functionality

1.835*

0.215 0.017 1.538* 0.169 0.042 1.946* 0.231 0.005

Symbolism

1.036

0.146 0.042 1.762* 0.198 0.021

Beta

Beta

0.815

Beta

0.102 0.138

Experientiality 2.273** 0.287 0.000 1.633* 0.181 0.031 2.736** 0.327 0.000
F

16.725

21.337

27.948

Significance

0.000***

0.000***

0.000***

R2

0. 216

0.253

0.327

Regulated R2

0.038

0.047

0.052

Note: * stands for p<0.05, ** for p<0.01

Data source: Organized in this study
4.3 Moderating effects of demographic variables
1) Effects of gender in the relationship between brand image and purchase intention
The empirical results, Table 3, showed the notable effects of gender on the
relations between Functionality and Possibility of Buying, between Experientiality
and Considered Purchase Product, and between Functionality, Symbolism and
Recommending Friends for Buying Recommending Friends for Buying that H4
was partially supported.

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751

2) Effects of age in the relationship between brand image and purchase intention
The empirical results, Table 3, revealed the remarkable effects of age on the
relations between Functionality, Symbolism, Experientiality and Possibility of
Buying, between Symbolism and Considered Purchase Product, and between
Functionality, Experientiality and Recommending Friends for Buying that H5 was
partially supported.
3) Effects of occupation in the relationship between brand image and purchase
intention
The empirical results, Table 3, presented the remarkable effects of occupation on
the relations between Experientiality and Possibility of Buying, between
Functionality, Experientiality and Considered Purchase Product, and between
Symbolism and Recommending Friends for Buying that H6 was partially
supported.
4) Effects of educational background in the relationship between brand image and
purchase intention
The empirical results, Table 3, appeared the outstanding effects of educational
background on the relations between Symbolism and Possibility of Buying,
between Functionality, Experientiality and Considered Purchase Product, and
between Symbolism, Experientiality and Recommending Friends for Buying that
H7 was partially supported.
5) Effects of disposable income in the relationship between brand image and
purchase intention
The empirical results, Table 3, showed the notable effects of disposable income on
the relations between Functionality, Symbolism and Possibility of Buying,
between Symbolism and Considered Purchase Product, and between
Functionality, Experientiality and Recommending Friends for Buying that H8 was
partially supported.

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The effects of brand images on purchase intention in catering industry

Demographic
Variables
Gender

Table 3
Effects of Demographic Variables on the Relations
Between Brand Image and Purchase Intention
Brand
Possibility
Considered
Recommending
Image
of Buying
Purchase Product Friends for Buying
Functionality

Significant

Not Significant

Significant

Symbolism

Not Significant

Not Significant

Significant

Significant

Not Significant

Experientiality Not Significant

Age

Occupation

Educational
Background

Functionality

Significant

Not Significant

Significant

Symbolism

Significant

Significant

Not Significant

Experientiality

Significant

Not Significant

Significant

Functionality

Not Significant

Significant

Not Significant

Symbolism

Not Significant

Not Significant

Significant

Experientiality

Significant

Significant

Not Significant

Functionality

Not Significant

Significant

Not Significant

Symbolism

Significant

Not Significant

Significant

Significant

Significant

Experientiality Not Significant

Disposable
Income

Functionality

Significant

Not Significant

Significant

Symbolism

Significant

Significant

Not Significant

Not Significant

Significant

Experientiality Not Significant

Data source: Organized in this study

5. CONCLUSION
From the research results, Table 2, the B value among dimensions is positive,
revealing the positive correlations, that brand image could enhance purchase intention. In
this case, it is apparent that customers would consider a catering business with favorable
brand image as the priority when choosing catering businesses. Catering businesses
therefore should constantly maintain the brand awareness, reinforce the product
convenience, particularly emphasize the quality, and apply advertisement to promoting
customers preference for the business. In addition to retaining the original customers,
attracting more customers by enhancing the brand image and product attributes to present
favorable perception could promote the purchase rate. It is further suggested that catering
businesses should reinforce the marketing of the products approved by GMP or Health
Food, strengthen the brand image and product value, enhance customers symbolism
towards the products, and allow consumers further understanding the safety of products.
Moreover, Packing is also considered as a critical element. Reusable packing and detailed
descriptions of product contents, as a part of marketing, could have customers realize the

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753

functionality of products. It not only could achieve the objectives of energy saving and
carbon deduction, but could build the fresh image of a business. Price reduction strategy
could further promote consumers Experientiality and purchase intention.
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