Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/4200 |
Resumo: | Purpose – This study aimed to investigate the effect of brand-consumer relationships on brand loyalty mediated by brand value creation and moderated by brand community characteristics in the hospitality industry.Theoretical framework – Based on brand-consumer theory, we sought to better understand consumer behavior in the hospitality industry to arrive at an explanatory framework that can differentiate key variables for hotel brands toremain in the market.Design/methodology/approach – The data collected from 250 consumers of 4- and 5-star hotels in Tehran were analyzed using the structural equation modeling (SEM) approach.Findings – Based on the results, brand attitude and brand relationship quality significantly affected brand satisfaction. In addition, brand value creation had a significant effect on brand loyalty. Furthermore, brand community characteristicssignificantly moderated the relationships between brand satisfaction and brand value creation and between brand value creation and brand loyalty. Brand relationship quality positively affected brand value creation through the mediating role ofbrand satisfaction.Practical & social implications of research – The results contribute to the development of the existing literature on the hospitality (hotel) industry and its practices, and they offer proper instructions for future studies. Also, this study can provide hotel marketers with a reference for marketing management.Originality/value – This study contributes to the advancement of research involving brand-consumer relationships in the hospitality industry.Keywords: Brand, brand-consumer, brand value creation, brand loyalty, hotel. |
id |
FECAP-3_6dd47bbdec7c5b13ba251df674c7555c |
---|---|
oai_identifier_str |
oai:ojs.emnuvens.com.br:article/4200 |
network_acronym_str |
FECAP-3 |
network_name_str |
Revista Brasileira de Gestão de Negócios (Online) |
repository_id_str |
|
spelling |
Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality IndustryPurpose – This study aimed to investigate the effect of brand-consumer relationships on brand loyalty mediated by brand value creation and moderated by brand community characteristics in the hospitality industry.Theoretical framework – Based on brand-consumer theory, we sought to better understand consumer behavior in the hospitality industry to arrive at an explanatory framework that can differentiate key variables for hotel brands toremain in the market.Design/methodology/approach – The data collected from 250 consumers of 4- and 5-star hotels in Tehran were analyzed using the structural equation modeling (SEM) approach.Findings – Based on the results, brand attitude and brand relationship quality significantly affected brand satisfaction. In addition, brand value creation had a significant effect on brand loyalty. Furthermore, brand community characteristicssignificantly moderated the relationships between brand satisfaction and brand value creation and between brand value creation and brand loyalty. Brand relationship quality positively affected brand value creation through the mediating role ofbrand satisfaction.Practical & social implications of research – The results contribute to the development of the existing literature on the hospitality (hotel) industry and its practices, and they offer proper instructions for future studies. Also, this study can provide hotel marketers with a reference for marketing management.Originality/value – This study contributes to the advancement of research involving brand-consumer relationships in the hospitality industry.Keywords: Brand, brand-consumer, brand value creation, brand loyalty, hotel.Objetivo – Este estudo tem como objetivo investigar o efeito das relações marcaconsumidor na fidelidade à marca mediada pela criação de valor da marca e moderada pelas características da comunidade de marca no setor de hospitalidade.Referencial teórico – Com base na teoria marca-consumidor, buscou-se entender melhor o comportamento do consumidor no setor hoteleiro, a fim de chegar a um quadro explicativo que possa diferenciar variáveis-chave para a permanênciadas marcas hoteleiras no mercado.Metodologia – Os dados coletados de 250 consumidores de hotéis de 4 e 5 estrelas em Teerã foram analisados usando a abordagem de modelagem de equações estruturais (SEM).Resultados – Com base nos resultados, a atitude da marca e a qualidade da relação com a marca afetaram significativamente a satisfação com a marca. Além disso, a criação de valor da marca teve um efeito significativo na fidelidade à marca. Ainda, as características da comunidade de marca moderaram significativamente as relações de “satisfação com a marca e criação de valor da marca” e “criação de valor da marca e fidelidade à marca”. A qualidade da relação com a marca afetou positivamente acriação de valor da marca por meio do papel mediador da satisfação com a marca.Implicações práticas e sociais da pesquisa – Os resultados contribuem para o desenvolvimento da literatura existente sobre o setor hoteleiro e suas práticas, e oferece instruções adequadas para estudos futuros. Além disso, este estudo pode fornecer aos profissionais de marketing hoteleiro referências para a gestão de marketing.Contribuições – Este estudo contribui para o avanço das pesquisas que envolvem o relacionamento marca-consumidor no setor hoteleiro.Palavras-chave: Marca, marca-consumidor, criação de valor da marca, fidelidade à marca, hotel.FECAP2022-12-13info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/420010.7819/rbgn.v24i4.4200Review of Business Management; Vol. 24 No. 4 (2022)RBGN Revista Brasileira de Gestão de Negócios; Vol. 24 Núm. 4 (2022)RBGN - Revista Brasileira de Gestão de Negócios; v. 24 n. 4 (2022)1983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPengporhttps://rbgn.fecap.br/RBGN/article/view/4200/1883https://rbgn.fecap.br/RBGN/article/view/4200/1884Copyright (c) 2022 Review of Business Managementinfo:eu-repo/semantics/openAccessAlizadeh, HamidNazarpour Kashani, Hamed2022-12-13T19:23:46Zoai:ojs.emnuvens.com.br:article/4200Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2022-12-13T19:23:46Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
dc.title.none.fl_str_mv |
Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry |
title |
Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry |
spellingShingle |
Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry Alizadeh, Hamid |
title_short |
Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry |
title_full |
Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry |
title_fullStr |
Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry |
title_full_unstemmed |
Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry |
title_sort |
Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry |
author |
Alizadeh, Hamid |
author_facet |
Alizadeh, Hamid Nazarpour Kashani, Hamed |
author_role |
author |
author2 |
Nazarpour Kashani, Hamed |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Alizadeh, Hamid Nazarpour Kashani, Hamed |
description |
Purpose – This study aimed to investigate the effect of brand-consumer relationships on brand loyalty mediated by brand value creation and moderated by brand community characteristics in the hospitality industry.Theoretical framework – Based on brand-consumer theory, we sought to better understand consumer behavior in the hospitality industry to arrive at an explanatory framework that can differentiate key variables for hotel brands toremain in the market.Design/methodology/approach – The data collected from 250 consumers of 4- and 5-star hotels in Tehran were analyzed using the structural equation modeling (SEM) approach.Findings – Based on the results, brand attitude and brand relationship quality significantly affected brand satisfaction. In addition, brand value creation had a significant effect on brand loyalty. Furthermore, brand community characteristicssignificantly moderated the relationships between brand satisfaction and brand value creation and between brand value creation and brand loyalty. Brand relationship quality positively affected brand value creation through the mediating role ofbrand satisfaction.Practical & social implications of research – The results contribute to the development of the existing literature on the hospitality (hotel) industry and its practices, and they offer proper instructions for future studies. Also, this study can provide hotel marketers with a reference for marketing management.Originality/value – This study contributes to the advancement of research involving brand-consumer relationships in the hospitality industry.Keywords: Brand, brand-consumer, brand value creation, brand loyalty, hotel. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-12-13 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/4200 10.7819/rbgn.v24i4.4200 |
url |
https://rbgn.fecap.br/RBGN/article/view/4200 |
identifier_str_mv |
10.7819/rbgn.v24i4.4200 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/4200/1883 https://rbgn.fecap.br/RBGN/article/view/4200/1884 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Review of Business Management info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Review of Business Management |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FECAP |
publisher.none.fl_str_mv |
FECAP |
dc.source.none.fl_str_mv |
Review of Business Management; Vol. 24 No. 4 (2022) RBGN Revista Brasileira de Gestão de Negócios; Vol. 24 Núm. 4 (2022) RBGN - Revista Brasileira de Gestão de Negócios; v. 24 n. 4 (2022) 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
instname_str |
Fundação Escola de Comércio Álvares Penteado (FECAP) |
instacron_str |
FECAP |
institution |
FECAP |
reponame_str |
Revista Brasileira de Gestão de Negócios (Online) |
collection |
Revista Brasileira de Gestão de Negócios (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
repository.mail.fl_str_mv |
||jmauricio@fecap.br |
_version_ |
1798942370974138368 |