Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector

Purpose Following the planned behaviour theory, aim of paper is to analyse role played by brand attachment, characteristics and congruence in enhancing attitude while leading revisit intentions word-of-mouth (WOM) restaurant sector. Design/methodology/approach The study based on quantitative method considered 464 questionnaires fulfilled customers restaurants. data were explored employing partial least square–structural equation modelling (PLS-SEM). Findings This expands literature about WOM intentions. states that positively influenced WOM. Besides, findings highlighted analysed concepts correlated they an important impacting WOM, apart from one factor: social self-congruity, which was not significantly related attitude. Practical implications results this show practitioners how develop suitable strategies set bases for developing customer loyalty repeat business. By putting into practice these suggestions sector, brands can easily build up their boost a positive intention revisit. Originality/value offers conceptual framework explore significance several factors, including In practice, taking account proposed framework, it suggested managers should assess two items using factors congruence, attachment.