..., perceived wow and customer engagement and examine the mediator of self-image congruity (SIC). Design/methodology/approach Survey data were collected from 406 restaurant customers in Taiwan, and structural equation modeling was adopted to examine the hypotheses. Furthermore, a replica model was produced...

... by examining the association between restaurant innovativeness and customer advocacy while also investigating the mediating roles of self-image congruity and customer engagement. Design/methodology/approach The statistical software AMOS version 25 and bootstrapping were employed to test the hypotheses...