Negative Effects of Perceived Crowding on Travelers' Identification with Cruise Brand

Title
Negative Effects of Perceived Crowding on Travelers' Identification with Cruise Brand
Authors
현성협
Keywords
perceived luxury brand value; Luxury cruise; perceived crowding; need for uniqueness
Issue Date
2015-04
Publisher
ROUTLEDGE JOURNALS
Citation
JOURNAL OF TRAVEL & TOURISM MARKETING, v. 32, NO 3, Page. 241-259
Abstract
The purpose of this study is to examine the effects of perceived crowding on cruise ships on passengers' perceived luxury brand value and brand identification. Based on the results of previous studies, we propose some causal relationships and test our proposed hypotheses using empirical data collected from 342 luxury cruise passengers. The results indicate that perceived crowding has a negative effect on perceived luxury brand value, thereby hindering brand identification. In addition, a psychological variable - the need for uniqueness - moderated the relationship between perceived luxury brand value and brand identification. We conclude by delineating important theoretical and managerial implications.
URI
http://www.tandfonline.com/doi/full/10.1080/10548408.2014.892469http://hdl.handle.net/20.500.11754/23694
ISSN
1054-8408; 1540-7306
DOI
http://dx.doi.org/10.1080/10548408.2014.892469
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM SCIENCE(관광학부) > Articles
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