ABSTRACT
The spread of COVID-19 pandemic has inflicted severe blows on the global hospitality industry. In Taiwan, revenue from the food and beverage (F&B) department has decreased by more than 90%. This study aims to understand whether celebrity chefs can effectively help and enhance their corporates' business performance under COVID-19's severe impacts via leveraging their personal brand value, explores the influence of a celebrity chef on customer repurchase behavior during the epidemic and examines whether such a chef has a mediation effect on the relationship between corporate brand and customer satisfaction. The primary data were collected from the respondents through online questionnaire in Taiwan to get 245 respondents as a sample size of the research from Nov. 10 to Nov. 25 in 2021, and through validity and reliability analysis that processed by statistical software using factor analysis and structural equation modeling to see if celebrity chefs' personality branding could influence customer repurchase behavior, and also examine the relationship between corporate brand and celebrity chef. The findings show that corporate brand enhances both a celebrity chef's personal brand and customer satisfaction, and that a celebrity chef has a positive effect on both customer satisfaction and loyalty, which can partially mediate the effect of corporate brand; furthermore, a celebrity chef has a positive effect on customer repurchase behavior. In Taiwan relative studies into aspects of a celebrity chef's effect on consumer behavior are limited, and so this research offers new insights into the celebrity chef phenomenon there as well as elsewhere.