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Rodrigues, P., Brochado, A., Sousa, A., Borges, A. P. & Barbosa, I. (2023). What’s on the menu? How celebrity chef brands create happiness. European Journal of Marketing. 57 (9), 2513-2543

P. Rodrigues et al.,  "What’s on the menu? How celebrity chef brands create happiness", in European Journal of Marketing, vol. 57, no. 9, pp. 2513-2543, 2023

@article{rodrigues2023_1732222712640,
	author = "Rodrigues, P. and Brochado, A. and Sousa, A. and Borges, A. P. and Barbosa, I.",
	title = "What’s on the menu? How celebrity chef brands create happiness",
	journal = "European Journal of Marketing",
	year = "2023",
	volume = "57",
	number = "9",
	doi = "10.1108/EJM-12-2021-0988",
	pages = "2513-2543",
	url = "https://www.emerald.com/insight/publication/issn/0309-0566"
}

TY  - JOUR
TI  - What’s on the menu? How celebrity chef brands create happiness
T2  - European Journal of Marketing
VL  - 57
IS  - 9
AU  - Rodrigues, P.
AU  - Brochado, A.
AU  - Sousa, A.
AU  - Borges, A. P.
AU  - Barbosa, I.
PY  - 2023
SP  - 2513-2543
SN  - 0309-0566
DO  - 10.1108/EJM-12-2021-0988
UR  - https://www.emerald.com/insight/publication/issn/0309-0566
AB  - Purpose – This study aims, first, to understand consumers’ perception of chefs as human brands (i.e. study
one). Second, tests were run to assess the validity of a new conceptual model of the relationships between the
factors of chef image, luxury restaurant image, both images’ congruity and consumers’ hedonic and novelty
experiences and happiness and well-being (i.e. study two).
Design/methodology/approach – The first qualitative study involved using Leximancer software to
analyse the data drawn from 43 interviews with luxury restaurant clients. In the second quantitative study,
993 valid survey questionnaires were collected, and the proposed model was tested using structural equation
modelling.
Findings – The results reveal that consumers perceive chefs as human brands and the associated narratives
include both performance- and popularity-based characteristics. The findings support the conclusion that
individuals give great importance to chefs’ image and the congruence between chefs and their restaurant’s
image. In addition, luxury restaurant image only affects novelty experiences, and both hedonic and novelty
experiences have a positive effect on customers’ happiness and well-being.
Research limitations/implications – This research focused on Portuguese luxury restaurants. The
consumers’ happiness and well-being needs to be replaced by other outcomes to confirm if the model produces
consistent results.
Practical implications – The results should help luxury restaurant managers understand more fully
which pull factors are valued by their clients and which aspects contribute the most to their pleasure
and welfare.
Originality/value – This study adds to the extant literature by exploring consumers’ perceptions of chefs
as human brands and the role these chefs’ image play in customers’ luxury restaurant experiences and
perceived happiness and well-being.
ER  -