The Incorporation of Consumer Experience into the Branding Process: An Investigation of Name-Brand Hotels

被引:31
作者
Manthiou, Aikaterini [1 ]
Kang, Juhee [2 ]
Sumarjan, Norzuwana [3 ]
Tang, Liang [4 ]
机构
[1] NEOMA Business Sch, Dept Mkt, Mont St Aignan, France
[2] Univ Cent Florida, Rosen Coll, Hospitality Management, 9907 Univ Blvd, Orlando, FL 32819 USA
[3] Univ Teknol MARA, Dept Hotel & Tourism Management, Shah AlamSelangor Darul 40450, Malaysia
[4] Iowa State Univ, Dept Apparel Events & Hospitality Management, Coll Human Sci, 12 MacKay Hall, Ames, IA 50010 USA
关键词
brand experience; knowledge; loyalty; name-brand hotels; SERVICE BRAND; KNOWLEDGE; MODEL; SATISFACTION; ANTECEDENTS; SCALE; CONSEQUENCES; DIMENSIONS; INDICATORS; FRAMEWORK;
D O I
10.1002/jtr.2037
中图分类号
F [经济];
学科分类号
02 ;
摘要
Given the growing number of hotel brands, improving consumer experience has become an increasingly important area of interest to industry practitioners. The purpose of this study is to investigate the relationship between hotel guests' brand experience, knowledge and loyalty to name-brand hotels. Confirmatory factor analysis and structural equation modeling with the incorporation of a second-order factor analysis were employed to achieve the research goals. The findings indicate that brand experience was represented as a holistic concept with sensory, affective, behavioral and intellectual aspects. While brand experience influences brand loyalty, its impact is partially mediated by brand knowledge. This is a pioneer study that combines consumer experience with branding in the hospitality industry and offers practical suggestions to facilitate hotel managers in their development of effective branding strategies. Copyright (c) 2015 John Wiley & Sons, Ltd.
引用
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页码:105 / 115
页数:11
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