Website Appeal’s impact on Brand Outcomes, a case in a Quick-Service Restaurant context in the north of Mexico: El impacto del atractivo del sitio web en los resultados de marca: un caso en el contexto de un restaurante de servicio rápido en el norte de México

Christian Reich-López; Salvador Trevino-Martinez

doi:10.29105/in23.45-495

Autores/as

Christian Reich-López Tecnológico de Monterrey https://orcid.org/0000-0002-4315-9375
Salvador Trevino-Martinez Royal Roads University https://orcid.org/0009-0005-8035-5964

DOI:

https://doi.org/10.29105/in23.45-495

Palabras clave:

Atractivo web, Imagen de marca, Atractivo emocional, Imagen coherente, Calidad del sitio web

Resumen

This paper investigates the relationship between website appeal and brand value outcomes (brand attraction, brand loyalty, brand relationship, and brand experience), considering the mediating effect of emotional attractiveness. Data were collected from 221 customers of a quick-service restaurant in Culiacán, Mexico, using an online survey distributed via WhatsApp, following the clients’ navigation of the restaurant’s website. The study employed PLS-SEM to test the proposed hypotheses and performed 5,000 bootstrapping subsamples to obtain results. The findings indicate that a consistent image, a key component of website appeal, has a statistically significant direct and mediated effect (through emotional attractiveness) on the aforementioned brand outcomes. The study’s limitations include the convenience sampling method and the single company client database used for the sample composition. This research contributes to the branding and website quality literature by testing five hypotheses using the Stimuli-Organism-Response theoretical approach in an underexplored context: quick-service restaurants in Mexico.

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Biografía del autor/a

Christian Reich-López, Tecnológico de Monterrey

Christian Reich López, Tecnológico de Monterrey
Dr. Christian Reich López holds a PhD in Administration (Summa Cum Laude) from Universidad Autónoma de Nuevo León (2022) and an MBA from EGADE Business School. He is a faculty member in the Department of Marketing and Analytics, Business School, at Tecnológico de Monterrey. His research centers on digital marketing strategy, consumer behavior, and customer experience management, with a focus on data-driven marketing in emerging markets. He is also co-founder of Kindorse, a customer intelligence platform for the restaurant sector.

Salvador Trevino-Martinez, Royal Roads University

Dr. Salvador Trevino holds a PhD in Marketing and Business Administration from the University of Memphis (2003). He earned his MBA in 1990 from the State University of New York at Buffalo and his Bachelor of Science in Marketing from Tecnologico de Monterrey in 1984.

Dr. Trevino is a full-time faculty member at UCW teaching marketing management, business environment, organizational behavior, digital marketing strategy, and human interfaces.

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