Purpose: The purpose of this study is to verify the existence of loyalty among fast-food customers and its dependence on fast-food service quality, comprising service quality, food quality and store atmosphere. This study also examines the direct and mediating role of constructs such as satisfaction and trust in creating loyalty in fast-food restaurants (FFRs). Design/methodology/approach: A sample of 456 fast-food customers was collected using a structured questionnaire. This paper uses partial least squares path modeling to test and validate the study’s research model and hypotheses. Findings: The results suggest that fast-food service quality has a positive influence on satisfaction, trust and loyalty among fast-food customers. The findings also reveal a mediating effect of trust (partial mediation), increasing the effect of satisfaction on loyalty. Practical implications: This study reinforces the importance of considering the attributes that influence customer loyalty. Specifically, food quality is considered key to increasing loyalty among FFR customers. Originality/value: This study proposes an integrated model influenced by three factors that contribute to fast-food service quality (i.e. food quality, service quality, atmosphere) along with classical variables used in the marketing literature (i.e. satisfaction, trust) in the creation of FFR loyalty. This study also follows modern procedures in PLS-SEM by challenging conventional methods.

Social media have opened up a whole new era for fashion companies and brands, encouraging them to identify innovative relationship with consumer. In order to face these new challenges, understanding the combinatory mechanism of brand credibility and brand image in the formation of brand purchase intention is strategic for fashion brands practitioners. The main purpose of this study is to examine the moderating effect of social media on the relationship between brand credibility, brand image and purchase intention of fashion brands. A conditional process analysis methodology is employed to describe the mediation and moderation effects of the variables analyzed. The findings show that brand credibility has a positive influence on brand image and purchase intention. In addition, social media activity is positively influential on the direct relationship between brand image and purchase intention. However, the results show that, over social media activity, the direct influence of brand credibility on purchase intention decreases. From a managerial point of view, the study helps fashion brand managers in executing marketing decisions through the evaluation of brand credibility and the understanding of the impact of social media activity to increase the brand image and consumer purchase.

Purpose: The development of Information Systems (IS) and Information and Communication Technologies (ICT) is offering new opportunities for businesses to implement promotion strategies focused on customer attraction and retention. In this sense, mobile coupon usage has increased as a promotion tool, especially in the fast-food sector. However, the use by consumers of these coupons is not homogeneous and it is conditioned by prior experience. Thus, this study aimed to examine variations between Fast Food Restaurant (FFR) customers based on their prior experiences with the use of mobile coupon (expert vs novice users).Design/methodology/approach: A sample of 400 fast-food customers was collected using a structured questionnaire. In order to compare the proposed relationships between expert and novice users, a multigroup approach was applied through new, recently proposed evaluation procedures designed for PLS–SEM.Findings: The results show that the two groups of consumers (expert vs novice users) have notable differences regarding the relationship between perceived ease of use and perceived usefulness. This relationship was the strongest in both groups. However, there are no differences found in other aspects considered as antecedents to mobile coupons usage, for instance, usage intention and attitude.Practical implications: This work emphasises the importance of considering differences based on experience between mobile coupon users. Ease of use, perceived consumer utility and increased mobile coupons in apps can be the key to driving effective business strategies based on promotional tactics by FFRs. Likewise, this study can help other researchers in their empirical applications of PLS–SEM analysis.Originality/value: This study is the first to provide an in-depth analysis of differences based on users' experience with mobile coupons at FFRs. It is innovative in its introduction of the consumer's coupon proneness variable.