کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1009534 1482503 2013 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The influence of customer brand identification on hotel brand evaluation and loyalty development
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
پیش نمایش صفحه اول مقاله
The influence of customer brand identification on hotel brand evaluation and loyalty development
چکیده انگلیسی

Hotel firms have increasingly recognized that branding strategies constitute a strategic weapon to secure a competitive edge in the global hotel industry. To extend current understanding of hotel brand management, this study investigates the role of customer brand identification in the formation of hotel brand loyalty. This study contributes to the literature by establishing that customer brand identification is an indirect predictor of hotel brand loyalty through its three known antecedents. Results suggest that while the customer may identify with a particular hotel brand, hotel loyalty still depends on the customer's positive evaluation of factors relating to service experiences. However, as consumers’ identification with a hotel brand affects their evaluation of these factors, hoteliers should leverage customers’ brand identification to engender positive consumer evaluation of the hotel brand and, ultimately, increase brand loyalty.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Hospitality Management - Volume 34, September 2013, Pages 31–41
نویسندگان
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