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Strategic Marketing Collaboration in the Restaurant Industry PDF
By:Jee Ahe Ahn
Published on 2019 by

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Strategic collaboration is an imperative marketing tool in today’s dynamic marketplace. While this phenomenon trend is surging and cases are bombarding the hospitality industry, understanding how it affects the stakeholders and colors consumer behaviors is lacking. Therefore, this gap calls for research. This dissertation embraces three studies under the overarching topic of strategic collaboration between restaurant and celebrity chef. Study 1 examines the role of health-themed attribute association on restaurant and celebrity chef in a strategic culinary collaboration, specifically how restaurants and celebrity chefs are affected by the collaboration respectively and how consumers respond to the collaboration products. The findings of the first study suggest that while attribute-similarity and attribute-complementarity collaboration do not always provide desirable outcomes, both collaboration strategies benefit the restaurant, contingent upon the status of health salience. Study 1 also revealed that restaurant menus in the attribute-complementarity collaboration condition accommodate a broader spectrum of consumer segments in terms of health involvement and behavioral intentions. In the context of social perceptions and stereotypes and capturing the golden quadrant rule of warmth and competence, Study 2 demonstrates that compared to compatible collaboration, compensatory collaboration leverages and enhances consumer attitude more toward the restaurant, thereby producing better collaboration strategies under desirable marketing environments. On the one hand, the study suggests that compensatory collaboration is less harmful and penalizing to the restaurant while collaborating with a celebrity chef suffering from scandals; it is therefore more protected and safeguarded. Study 3 illustrates that compared to compatible collaboration, compensatory collaboration is more beneficial to the harmed restaurant during crises by rendering more positive spillovers from desirable social perceptions infused in the compensatory collaboration partners and its collaborative marketing strategies. On the other hand, the findings of the study indicate that the variations in the collaboration condition do not provide differential recovery effect to the restaurant whose social perception is violated through the crisis. The convergent evidence of all three studies in this dissertation support the superiority of both complementarity and compensatory collaboration and contributes to a better understanding of strategic collaboration in the restaurant industry under both desirable and undesirable marketing circumstances in terms of consumer marketing and brand management. Both theoretical and managerial implications, along with the limitations and recommendations for future research, are discussed.

This Book was ranked at 7 by Google Books for keyword Restaurant Industry.

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