To fill this important gap, this research aims to: (1) to identify the underlying dimensions of CBCRBE; (2) to empirically examine the relationship between CBCRBE, brand reputation and brand trust in the restaurant industry, investigating the mediating role of brand reputation on the relationship between CBCRBE and brand trust; and (3) to compare the evaluation of the dimensions of CBCRBE between different consumer visit purposes. The results should demonstrate how CBCRBE can be effectively used to attract consumers and to improve understanding of the differential application of CBCRBE dimensions according to consumer visit purposes. Thus, highly effective targeting strategies can be established in the current study.