TY - JOUR AU - 현성협 DA - 2017/10 PY - 2017 UR - https://www.tandfonline.com/doi/full/10.1080/13683500.2015.1033386 UR - https://repository.hanyang.ac.kr/handle/20.500.11754/115887 AB - This study examines the roles of brand community and brand differentiation in the context of the luxury-cruise market. Employing a brand community integration scale, an online survey was conducted with 300 luxury-cruise customers in the USA. The results of structural equation modelling provided six findings as follows: (1) three of the four dimensions of brand community, namely the relationship with the cruise brand, the cruise product, and other cruisers, had positive effects on brand distinctiveness; (2) brand distinctiveness had positive effects on emotional brand attraction; (3) emotional brand attraction had positive effects on active engagement and repurchase intentions; (4) the corporate social responsibility image moderated the link between the relationship with other cruisers and brand distinctiveness; (5) customers' desire for unique products moderated the relationship between brand distinctiveness and emotional brand attraction; and (6) service-use self-efficacy moderated the relationship between emotional brand attraction and active engagement. The results provide a deeper theoretical and practical understanding of the luxury-cruise market. PB - ROUTLEDGE JOURNALS KW - luxury-cruise traveller KW - brand community KW - brand distinctiveness KW - emotional brand attraction KW - active engagement KW - CSR image TI - Luxury-cruise travellers' brand community perception and its consequences IS - 14 VL - 20 DO - 10.1080/13683500.2015.1033386 T2 - CURRENT ISSUES IN TOURISM ER -