Brand experience and brand attachment as drivers of WOM in hospitality
Purpose– Thepurposeofthispaperistodevelopa model tomeasure theimpactofbrandexperience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with thebrand. Design/methodology/approach– Datawerecollectedthrough a...
| Autores: | , |
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| Formato: | artículo |
| Fecha de publicación: | 2020 |
| País: | España |
| Recursos: | Universidad Autónoma de Madrid |
| Repositorio: | Biblos-e Archivo. Repositorio Institucional de la UAM |
| Idioma: | inglés |
| OAI Identifier: | oai:repositorio.uam.es:10486/739740 |
| Acesso em linha: | https://hdl.handle.net/10486/739740 https://dx.doi.org/10.1108/SJME-12-2019-0106 |
| Access Level: | acceso abierto |
| Palavra-chave: | Hotel WOM Brand experience Brand attachment Economía |
| Resumo: | Purpose– Thepurposeofthispaperistodevelopa model tomeasure theimpactofbrandexperience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with thebrand. Design/methodology/approach– Datawerecollectedthrough anonline survey of 416 hotel customers. Theproposedmodelwastestedwithstructuralequationsmodelling (SEM). Findings– The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However,theexperience itself has a greater direct impact than theattachment. Practical implications– By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOMrecommendations. Originality/value– This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence ofexperience, but not yet examined itsmediating role |
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