Hotel brand equity and online reviews on social commerce intention: A cross-level identification process

Guo Qiong Ivanka Huang, Ip Kin Anthony Wong, Xiling Xiong, Kefu Yi

Research output: Journal article publicationJournal articleAcademic researchpeer-review

9 Citations (Scopus)


Customer reviews and brand equity are both key assets that offer hospitality providers competitive advantages over rivalries. However, how they can complement each other is a question that scholars and practitioners continue to seek. This research draws on social identity and social presence theories to synthesize a multilevel model with social identification as a mediator of the relationship between persuasive message compliance and social commerce intention. We take a resource-based view to conceptualize brand equity as a strategic asset and to model it as a moderator. This inquiry contributes to extant literature by illuminating a multilevel paradigm to better understand the strategic imperative of brand equity in fortifying a strong brand, while casting means for weak brands to capitalize on e-WOM to impel favorable guest behaviors. It adds to the literature by acknowledging a dual-identification process in which both customer reviews and branding exercise different roles in customers’ brand identification.

Original languageEnglish
Article number103267
JournalInternational Journal of Hospitality Management
Publication statusPublished - Aug 2022


  • Brand equity
  • Hotel
  • Multilevel analysis
  • Persuasive message compliance
  • Social commerce
  • Social identification

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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