... experimental studies were conducted to test a morality-based halo effect. Study 1 investigates how message appeals influence consumers’ moral perceptions of the restaurant and subsequent attitudes and visit intentions. Study 2 explores restaurant type (healthy vs hedonic) as a boundary condition. Findings...

..., through the mediation of rapport. It also examines the moderating effects of the need to belong and restaurant type. Design/methodology/approach Three experiments were conducted. Study 1 used a one-factor between-subjects design to test the effect of robotic service type on rapport and solo diners...

... the conditional indirect effects of restaurant type (quick-service vs fine-dining) within the proposed model. An online survey was developed and distributed to randomly selected respondents in the USA. A total of 588 (quick-service: 295; fine-dining: 293) responses were used for the data analysis...

..., as customers of these restaurant types demonstrate higher adoption intentions compared to the customers of upscale dining establishments. The results of this study suggest that upscale restaurants should plan carefully before switching to table-based menus. Originality/value The findings of this study may...

... vs fast casual dining) on customers’ attitude and visiting intention toward green restaurants. Furthermore, the study examines a moderating effect of restaurant types to assess whether the matching effects between types of messages and types of green practices work differently within the different...

...-reduction effect of internationalization on systematic risk but also the moderating effect of the role of restaurant type on the relationship between internationalization and systematic risk. More specifically, the risk-reduction effect of internationalization on systematic risk is greater for limited...