Turning Your Customers into Brand Evangelists: Evidence from Cruise Travelers

Keywords

brand attachment; brand distinctiveness; brand evangelism; Brand experience; cruise industry; referral intentions

Abstract

This study suggests that building long-term relationships between a cruise brand and its passengers through brand experience is more important than the standard offerings. This study applies the framework of consumer–brand relationship on brand evangelism and incorporates a relatively new approach on consumer referral behavior: (1) the effect of brand experience on the creation of brand attachment and brand distinctiveness and (2) the influence of attachment and distinctiveness on cruise travelers' positive and oppositional referral intentions. The findings provide a foundation for effective marketing strategies and help brand marketers better predict company benefits through the creation of enthusiastic consumer groups.

Publication Date

11-1-2020

Original Citation

Kang, J., Kwun, D. J., & Hahm, J. J. (2020). Turning Your Customers into Brand Evangelists: Evidence from Cruise Travelers. Journal of Quality Assurance in Hospitality & Tourism, 21(6), 617–643. https://doi.org/10.1080/1528008X.2020.1721039

Document Type

Paper

Language

English

Source Title

Journal of Quality Assurance in Hospitality & Tourism

Volume

21

Issue

6

Location

Rosen College of Hospitality Management

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