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%3Dihubhttps://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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