The interaction effect of prepared dishes brand image and product type on consumer purchase intention

Purpose As consumer motivations for purchasing prepared dishes shift from efficiency-driven to value-driven, marketers need to understand how strategic alignment between brand image and product type influences purchase decisions. This study aims to examine how matching brand image with product type affects consumer purchase intention and the underlying mechanisms. Design/methodology/approach Two scenario-based experiments were conducted. Study 1 (N = 180) used chicken-based dishes; Study 2 (N = 240) used beef-based dishes and measured emotional and social value as mediators. Findings For conservation brands, classic recreation products generate higher purchase intention by enhancing perceived emotional value. For openness brands, creative fusion products generate higher purchase intention by improving perceived social value. The matching effect was consistently observed in both studies. Practical implications Prepared dish companies should align product development with brand image: conservation brands emphasize classic recreation, while openness brands focus on innovative fusion. Originality/value This study offers a fresh perspective by introducing value-based product classification and demonstrating how brand–product congruence activates differentiated psychological pathways in the emerging prepared dish market.