The Impact of Brand Authenticity on Building Brand Love: An Investigation of Impression in Memory and Lifestyle-Congruence

Keywords

Brand authenticity; Impression in memory; Lifestyle-congruence; Brand love; Need for uniqueness; Luxury hotels

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.

Publication Date

1-1-2018

Number of Pages

38-47

Document Type

Article

Language

English

Source Title

International Journal of Hospitality Management

Volume

75

College

Rosen College of Hospitality Management

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