53 0

Luxury-cruise travellers' brand community perception and its consequences

Title
Luxury-cruise travellers' brand community perception and its consequences
Author
현성협
Keywords
luxury-cruise traveller; brand community; brand distinctiveness; emotional brand attraction; active engagement; CSR image
Issue Date
2017-10
Publisher
ROUTLEDGE JOURNALS
Citation
CURRENT ISSUES IN TOURISM, v. 20, no. 14, page. 1489-1509
Abstract
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.
URI
https://www.tandfonline.com/doi/full/10.1080/13683500.2015.1033386http://repository.hanyang.ac.kr/handle/20.500.11754/115887
ISSN
1368-3500; 1747-7603
DOI
10.1080/13683500.2015.1033386
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE