Consideration of rosy- and blue-side attachment with integrated resort brands

被引:16
作者
Ahn, Jiseon [1 ]
机构
[1] Taylors Univ, Lakeside Campus,1 Jalan Taylors, Subang Jaya 47500, Selangor Darul, Malaysia
关键词
Needs satisfaction; Rosy-side brand attachment; Blue-side brand attachment; Behavioral intention; Integrated resort brand; Destination brand management; Destination brand marketing; SELF-DETERMINATION THEORY; WORD-OF-MOUTH; DETERMINATION THEORY PERSPECTIVE; TOURISM DESTINATION BRAND; PLACE ATTACHMENT; BEHAVIORAL INTENTIONS; CONSUMPTION EMOTIONS; PSYCHOLOGICAL NEEDS; SOCIAL MEDIA; SATISFACTION;
D O I
10.1016/j.jdmm.2019.05.001
中图分类号
F [经济];
学科分类号
02 ;
摘要
This study analyzes the impact of need satisfaction on two types of customer brand attachment, namely the rosy-and blue-sides. In an integrated resort setting, customers are increasingly motivated through controlled, capable, and connected experiences across gambling and non-gambling facilities. Results corroborate that autonomy, competence, and relatedness need satisfaction differently and significantly influence rosy- and blue-side attachments toward the integrated resort brands. However, only the rosy-side brand attachment leads to revisit and positive word-of-mouth (WOM) intention. This paper also examines the mediating effect of customers' rosy-side brand attachment on the relationship between need satisfaction and behavioral intention. These findings emphasize the importance of attaining harmonious attachment for marketers and managers of integrated resort destinations.
引用
收藏
页码:1 / 9
页数:9
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