Online branding: Development of hotel branding through interactivity theory

被引：59
作者：
Barreda, Albert A. [1 ]
Bilgihan, Anil [2 ]
Nusair, Khaldoon [3 ]
Okumus, Fevzi [4 ]
机构：
[1] Missouri State Univ, Hospitality & Restaurant Adm, Springfield, MO USA
[2] Florida Atlantic Univ, Coll Business, Boca Raton, FL 33431 USA
[3] Sultan Qaboos Univ, Dept Mkt, Coll Econ & Polit Sci, Muscat, Oman
[4] Univ Cent Florida, Rosen Coll Hospitality Management, Orlando, FL 32816 USA
来源：
TOURISM MANAGEMENT | 2016年 / 57卷
关键词：
Brand knowledge; Brand awareness; Brand image; Brand value; Online branding; Website interactivity; PURCHASE INTENTION; CONSUMER-BEHAVIOR; DECISION-MAKING; E-COMMERCE; INTERNET; EQUITY; IMPACT; IMAGE; RESPONSES; TRAVEL;
D O I：
10.1016/j.tourman.2016.06.007
中图分类号：
X [环境科学、安全科学];
学科分类号：
08 ; 0830 ;
摘要：
The present study aims to develop and test a theory-based model of website interactivity as an online branding tool. It explores the relationships among website interactivity, the dimensions of brand knowledge, and brand value in the context of hotel booking websites. An online questionnaire was completed by four hundred forty two (n = 442) responses who booked a hotel room in the previous year. Leaning on the fundamentals of branding literature and the website interactivity theory, a model was designed and seven hypotheses were tested. A two-phase analysis was considered, first a Confirmatory factor analysis (CFA) and then a Structural Equation Modeling (SEM) were conducted to test hypotheses. The results of the study show that the dimensions of website interactivity, namely two-way communication and user control, positively impact the dimensions of brand knowledge, namely brand awareness and brand image, which in turn impact brand value. We offer both theoretical and managerial implications. (C) 2016 Elsevier Ltd. All rights reserved.
引用
收藏
页码：180 / 192
页数：13
相关论文
共 117 条
  • [101] The impact of brand personality and sales promotions on brand equity
    Valette-Florence, Pierre
    Guizani, Haythem
    Merunka, Dwight
    [J]. JOURNAL OF BUSINESS RESEARCH, 2011, 64 (01) : 24 - 28
  • [102] Determinants of e-brand attitude: A structural modeling approach
    Vernuccio M.
    Barbarossa C.
    Giraldi A.
    Ceccotti F.
    [J]. Journal of Brand Management, 2012, 19 (6) : 500 - 512
  • [103] Building brands with interactivity: The role of prior brand usage in the relation between perceived website interactivity and brand responses
    Voorveld H.A.M.
    Van Noort G.
    Duijn M.
    [J]. Journal of Brand Management, 2013, 20 (7) : 608 - 622
  • [104] The role of perceived interactivity in virtual communities: building trust and increasing stickiness
    Wang, Hongwei
    Meng, Yuan
    Wang, Wei
    [J]. CONNECTION SCIENCE, 2013, 25 (01) : 55 - 73
  • [105] AN EMPIRICAL STUDY OF AN ONLINE TRAVEL PURCHASE INTENTION MODEL
    Wen, Ivan
    [J]. JOURNAL OF TRAVEL & TOURISM MARKETING, 2012, 29 (01) : 18 - 39
  • [106] Wu H. C., 2012, 2012 INT C INNOVATIO, P148
  • [107] Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet
    Xiang, Zheng
    Magnini, Vincent P.
    Fesenmaier, Daniel R.
    [J]. JOURNAL OF RETAILING AND CONSUMER SERVICES, 2015, 22 : 244 - 249
  • [108] The role of hotel owners: the influence of corporate strategies on hotel performance
    Xiao, Qu
    O'Neill, John W.
    Mattila, Anna S.
    [J]. INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, 2012, 24 (01) : 122 - 139
  • [109] Supporting ease-of-use and user control: desired features and structure of Web-based online IR systems
    Xie, H
    [J]. INFORMATION PROCESSING & MANAGEMENT, 2003, 39 (06) : 899 - 922
  • [110] Hotel loyalty programs: how valuable is valuable enough?
    Xie, Lijia
    Chen, Chih-Chien
    [J]. INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, 2014, 26 (01) : 107 - 129
3456789101112