Entertainer celebrity vs. celebrity chefs : the joint effect of celebrity endorsement and power distance belief on restaurant consumers

Abstract

The phenomenon of celebrity restaurants is prevalent nowadays; however, not all such restaurants are equally favored by consumers. Culture may play an important role in explaining to what extent they could succeed or fail. As such, this study examines the joint effect of celebrity endorsement and individuals’ power distance belief on consumers’ attitudes and purchasing intention toward restaurants. A 2 (Celebrity types: entertainer celebrity vs. celebrity chef) x 2 (Power distance belief: high vs. low) scenario-based quasi-experiment was conducted to examine the interaction effect empirically. Results indicated that consumers with a low level of power distance belief showed a more positive attitude and a stronger intent to purchase toward celebrity chef-owned restaurants. On the other hand, consumers with a high level of power distance belief exhibited a more positive attitude and a stronger purchase intention toward restaurants owned by entertainer celebrities. Theoretical and managerial implications are discussed.