Ethnic restaurants’ outdoor signage
The effect of colour and name on consumers’ food perceptions and dining intentions
Bibliographic Data
| ID | 21296497 |
|---|---|
| Authors | Hanqun Song (0000-0001-7081-5393, University of Bradford), Huijun Yang (0000-0003-1121-7806, Macao University of Tourism) |
| Year | 2023 |
| Volume | 125 |
| Issue | 1 |
| Pages | 186-204 |
| Publication date | 2023-01-02 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-08-2021-0888 |
| OpenAlex | W4220839058 |
| Language | EN |
| Citations received | 4 |
| References cited | 83 |
Purpose Outdoor signage, a key aspect of store atmospherics which influence consumer perceptions and behaviour, is largely overlooked in research on restaurants. Studies show that food perceptions relate positively to restaurant choice, but how outdoor signage influences these perceptions is unclear. Hence, the study aims to investigate the effect of signage colour and restaurant name on consumers' attitudes and purchase intentions. Design/methodology/approach This study uses a two (signage colour: blue-white vs. red-yellow) by two (restaurant name: typical vs. atypical) experimental design to investigate the impact of two key elements of corporate visual identity – logo colour and corporate name – on consumers’ attitudes (perceptions of food tastiness and healthiness) and purchase intentions. Two-way analysis of covariance, confirmatory factor analysis and PROCESS are used for data analysis. Findings There is a main effect of signage colour on consumers’ perceptions of food healthiness and purchase intentions, and restaurant name significantly affects consumers’ purchase intentions. In addition, there is an interaction effect of signage colour and restaurant name on food healthiness and purchase intentions, and food tastiness and healthiness are associated with purchase intentions. Practical implications A key managerial insight emerging from this study is that restaurants’ outdoor signage may be manipulated by restaurateurs to enhance consumers’ perceptions of food healthiness and tastiness, as well purchase intentions. Originality/value This study adopts a new angle on corporate visual identity and links existing theories with research on restaurant atmospherics, to explore how brands employing national identity symbols leverages consumers’ prior knowledge to enhance the influence of outdoor signage on their food perceptions and purchase intentions
Advertising · Business · Consumer behaviour · Originality · Perception · Signage · Color perception and design · Marketing · Multisensory perception and integration · Olfactory and Sensory Function Studies · Psychology · Social Psychology
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| Citations per year | 2 |
|---|---|
| Citation span | 2024 - 2026 (3) |
| Highly cited | No |