Examining antecedents and consequences of brand personality in the upper-upscale business hotel segment

Jin Soo Lee, Ki Joon Back

Research output: Journal article publicationJournal articleAcademic researchpeer-review

53 Citations (Scopus)

Abstract

Relying on Aaker's (1996) dimensions of brand personality, this study investigated the relationships between brand personality and its antecedents and consequences in the upper-upscale business hotel segment. Two dimensions of brand personality-competence and sophistication-were confirmed. User imagery was found to be the strongest predictor of brand personality, while trust had the significant mediating effect on the relationship between brand personality and loyalty. The theoretical and practical implications of this study's findings are included to assist both academicians and practitioners in the lodging industry in enriching their understanding of customers' perceptions of and attitudes toward hotel brand.
Original languageEnglish
Pages (from-to)132-145
Number of pages14
JournalJournal of Travel and Tourism Marketing
Volume27
Issue number2
DOIs
Publication statusPublished - 1 Mar 2010

Keywords

  • Brand loyalty
  • Brand personality
  • Price
  • Service quality
  • Trust
  • User imagery

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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