The influence of customer brand identification on hotel brand evaluation and loyalty development

Kevin Kam Fung So, Ceridwyn King, Beverley Sparks, Ying Wang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

235 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)31-41
Number of pages11
JournalInternational Journal of Hospitality Management
Volume34
Issue number1
DOIs
Publication statusPublished - Sept 2013
Externally publishedYes

Keywords

  • Brand loyalty
  • Brand trust
  • Identification
  • Perceived value
  • Service quality

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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