Finding Desirable Post-Consumption Behaviors: An Investigation Of Luxury Value And Romantic Brand Love Relationships

Keywords

Advocacy; Brand intimacy; Brand passion; Perceived luxury value; Romantic brand love; Willingness to pay a premium price

Abstract

Purpose: The purpose of this paper is to identify the antecedents and consequences of romantic brand love in the luxury hotel context. Design/methodology/approach: Data were collected from guests who had stayed at a luxury hotel within the past year and analyzed using structural equation modeling. Findings: The findings indicate that uniqueness and hedonic values are a prerequisite of evoking closeness and passionate feelings toward hotel brands, resulting in guests’ advocacy and willingness to pay a premium price. Practical implications: This study provides practical implications for luxury hotel marketers by introducing a new angle to understand brand love and suggesting desirable post-consumption behaviors through creating romantic love relationships between guests and hotel brands. Originality/value: Research on the multidimensional aspects of luxury value is limited. This study proposes a conceptual model to investigate which luxury values enable guests to fall in love with brands and influence future behavior decisions and identifies opportunities for managerial benefits relating to consumers who are not traditional or frequent visitors to hotels.

Publication Date

10-30-2018

Publication Title

International Journal of Contemporary Hospitality Management

Volume

30

Issue

9

Number of Pages

2984-3003

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1108/IJCHM-07-2017-0410

Socpus ID

85054675003 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85054675003

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