The antecedents and consequence of brand innovation of online food delivery

Abstract

The research aims to conceptualize and examine the antecedents and consequences of brand innovation in online food delivery services. The conceptual framework of the study was developed from the consumer-based approach. A questionnaire was used to collect data from 562 consumers who used food ordering applications within Bangkok and metropolitan areas in Thailand. The measurement and structural models were analyzed with Structural Equation Modeling (SEM). The results of the study demonstrated that brand image and customer experience quality are classified as the antecedents influencing brand innovation and brand equity as the consequence of brand innovation. This research contributes to the body of knowledge in the theory of brand management and customer relationship management (CRM).