The influence of customer brand identification on hotel brand evaluation and loyalty development
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Hotel firms have increasingly recognized that branding strategies constitute a strategic weapon to secure a competitive edge in the global hotel industry. To extend current understanding of hotel brand management, this study investigates the role of customer brand identification in the formation of hotel brand loyalty. This study contributes to the literature by establishing that customer brand identification is an indirect predictor of hotel brand loyalty through its three known antecedents. Results suggest that while the customer may identify with a particular hotel brand, hotel loyalty still depends on the customer's positive evaluation of factors relating to service experiences. However, as consumers' identification with a hotel brand affects their evaluation of these factors, hoteliers should leverage customers' brand identification to engender positive consumer evaluation of the hotel brand and, ultimately, increase brand loyalty.
International Journal of Hospitality Management
© 2013 Elsevier. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.