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| Author: | Lee, J.-S. Back, K.-J. |
| Title: | Examining antecedents and consequences of brand personality in the upper-upscale business hotel segment |
| Journal: | Journal of Travel & Tourism Marketing
2010 : VOL. 27:2, p. 132-145 |
| Index terms: | brand loyalty service quality prices trust |
| Freeterms: | brand personality user imagery |
| Language: | eng |
| Abstract: | Relying on Aaker's (1996) dimensions of brand personality (here as: b.p.), the aim of this research is to investigate the relationships between b.p., its antecedents and consequences in the segment of upper-upscale business hotels. Two dimensions of b.p., competence and sophistication, are affirmed by the study. The strongest predictor of b.p. is found to be user imagery. Also it is found that trust has a significant mediating effect on the b.p.-loyalty relationship. The results of this study will assist academicians ans practitioners in the lodging industry to enrich their understanding of customer's perceptions and attitudes toward a hotel brand. |
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