An Investigation of Brand Experience on Brand Attachment, Knowledge, and Trust in the Lodging Industry
Keywords
Attachment, brand knowledge, experience, hotel brands, trust
Abstract
With the increase of tourists to many destinations, the local lodging industry sector is facing intense challenges. The reassurance of name-brand accommodation helps travelers feel more at ease in a new environment and guarantee them a positive lodging experience. This study examines how travelers' experiences with name-brand hotels influence their attachment to, knowledge of, and trust in brand names. Specifically, brand experience was identified as a holistic concept, incorporating sensory, affective, behavioral, and intellectual aspects. The results show the significant, positive relationships between brand experience and brand-related variables (brand knowledge, brand attachment, and brand trust). This study provides a foundation for future research investigating tourists' lodging choices and suggests strategies for hotel brand managers.
Publication Date
1-1-2017
Number of Pages
1--22
Document Type
Article
Language
English
Source Title
Journal of Hospitality Marketing and Management
Volume
26
Issue
1
Copyright Status
Unknown
College
Rosen College of Hospitality Management
STARS Citation
Kang, Juhee; Manthiou, Aikaterini; Sumarjan, Norzuwana; and Tang, Liang (Rebecca), "An Investigation of Brand Experience on Brand Attachment, Knowledge, and Trust in the Lodging Industry" (2017). Faculty Scholarship and Creative Works. 699.
https://stars.library.ucf.edu/ucfscholar/699