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Proceedings of 7th Asia-Pacific Business Research Conference 25 - 26 August 2014, Bayview Hotel, Singapore ISBN: 978-1-922069-58-0 The Cognitive-Affective-Conative Model of Restaurant Image Chih-Peng Chu1, Cedric Hsi-Jui Wu2 and Yu-Ling Su3,* Store image is an important concept for a restaurant, because restaurant image influences customer behaviors such as restaurants choice, product quality inference, and customer loyalty. Store image includes functional attributes and psychological attributes. The almost studies evaluate store image focused on functional attributes and consider merchandise quality, store environment and so on as the components of sore image. But some authors addressed that service employee, store environment, and merchandise quality are antecedents of store image. Thus this study wants to explore the nature of store/ restaurant image or its formation and its antecedents. The driver factors of a restaurant or brand image formation including past consumption experience, consumer personality, word of mouth, publicity － a restaurant uncontrollable factors, and customers perception of a restaurant’s marketing efforts － a restaurant controllable marketing mix factors (7Ps).This study proposes a restaurant’s controllable factors are antecedents of restaurant image framework. And this study combines “image formation process” proposed by Gartner (1993) into the conceptual framework of restaurant image. The framework proposed here provides a conceptual paradigm for understanding how restaurant image be created and managed. Future research would be to examine the relationships among the components of this framework. _______________________________________________________________________ * Corresponding author 1. Professor, Department of Business Administration, National Dong Hwa [email protected] 2. Professor, Department of Business Administration, National Dong Hwa [email protected] 3. Lecturer, Department of Food and Beverage Management, Taiwan Hospitality & Doctoral student of Department of Business Management, National Dong Hwa [email protected] University, Taiwan, University, Taiwan, Tourism College & University, Taiwan,
