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The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence

Title
The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence
Author
현성협
Keywords
Brand authenticity; Impression in memory; Lifestyle-congruence; Brand love; Need for uniqueness; Luxury hotels
Issue Date
2018-09
Publisher
ELSEVIER SCI LTD
Citation
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, v. 75, page. 38-47
Abstract
This study investigates how brand authenticity perceptions, impression in memory, lifestyle-congruence, and brand love interrelate with one another. It also examines the moderating effect of the need for uniqueness in the luxury hotel setting. Empirical data was collected from 412 American guests of different luxury hotel brands. The findings indicate that brand authenticity is a critical determinant of impression in memory, lifestyle-congruence, and brand love. Brand authenticity's relationships with impression in memory, lifestyle-congruence and brand love do not differ between high and low uniqueness perceivers. This study's findings could help managers understand perceived authenticity better as a key factor that positions luxury hotel brands and influences business performance.
URI
https://www.sciencedirect.com/science/article/pii/S0278431917302505?via%3Dihubhttp://repository.hanyang.ac.kr/handle/20.500.11754/119892
ISSN
0278-4319; 1873-4693
DOI
10.1016/j.ijhm.2018.03.005
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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