%0 Journal Article
%T Face Gain and Face Loss in Restaurant Consumers¡¯ Brand Advocate Behaviors
%A Pei-Jou Kuo
%A Yao-Chin Wang
%A Yu-Shan (Sandy) Huang
%J Journal of Hospitality & Tourism Research
%@ 1557-7554
%D 2019
%R 10.1177/1096348018813733
%X Face plays a key role in guiding consumers¡¯ consumptions in social settings. The purpose of this research is to understand how the desire to gain face and the fear to lose face affect consumers¡¯ self-brand congruence and brand advocate behaviors toward their favorite restaurant brands. Using structural equation modeling to analyze the survey data, the results indicated (1) that ideal-self attainability encouraged the desire to gain face while discouraging the fear to lose face, (2) that the desire to gain face exerted positive effects on positive word-of-mouth and negative avoidance through actual self-brand congruence, and (3) that the fear to lose face exerted negative effects on positive word-of-mouth through actual self-brand congruence
%K self-brand congruence
%K face
%K positive word-of-mouth
%K negative avoidance
%K restaurant brands
%U https://journals.sagepub.com/doi/full/10.1177/1096348018813733