The effect of customers' brand experience on brand evangelism: The case of luxury hotels
(2023) In Tourism Management Perspectives 46.- Abstract
- Despite growing insight into customers' brand experience, its effect on brand evangelism, or a customer's intense brand support behavior, remains tenuous, exposing an important literature-based gap. Addressing this gap, we adopt a Service-Dominant logic/Consumer Culture Theory perspective to uncover how customers' brand experience dimensions drive their evangelistic behavior for luxury hotels. Addressing these issues, Study 1 analyzes customers' TripAdvisor reviews for six five-star hotels to identify key brand experience themes using content analysis (e.g., human interaction/emotion). Study 2 explores the brand experience/evangelism interface by identifying differences for highly (vs. modestly) evangelistic customers by using fuzzy set... (More)
- Despite growing insight into customers' brand experience, its effect on brand evangelism, or a customer's intense brand support behavior, remains tenuous, exposing an important literature-based gap. Addressing this gap, we adopt a Service-Dominant logic/Consumer Culture Theory perspective to uncover how customers' brand experience dimensions drive their evangelistic behavior for luxury hotels. Addressing these issues, Study 1 analyzes customers' TripAdvisor reviews for six five-star hotels to identify key brand experience themes using content analysis (e.g., human interaction/emotion). Study 2 explores the brand experience/evangelism interface by identifying differences for highly (vs. modestly) evangelistic customers by using fuzzy set qualitative comparative analysis (n = 396 five-star hotel customers). The results reveal human interaction-based hotel attentiveness/caring and emotion-based indulgence as necessary conditions for brand evangelism. Key differences across highly (vs. modestly) evangelistic customers' perceived hotel-based pandemic management and physical environment-based tangible sensorial experience are also identified. We conclude by discussing key implications arising from our analyses. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/ce14db3c-0b68-473b-a418-44e048c6067c
- author
- Purohit, Sonal ; Hollebeek, Linda LU ; Das, Manish and Sigurdsson, Valdimar
- organization
- publishing date
- 2023-03
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Luxury hotels, Brand experience, Brand evangelism, Fuzzy set qualitative comparative analysis (fsQCA), Mixed-methods
- in
- Tourism Management Perspectives
- volume
- 46
- publisher
- Elsevier
- external identifiers
-
- scopus:85149212424
- ISSN
- 2211-9736
- DOI
- 10.1016/j.tmp.2023.101092
- language
- English
- LU publication?
- yes
- id
- ce14db3c-0b68-473b-a418-44e048c6067c
- date added to LUP
- 2023-02-28 15:44:51
- date last changed
- 2023-04-11 04:00:54
@article{ce14db3c-0b68-473b-a418-44e048c6067c,
abstract = {{Despite growing insight into customers' brand experience, its effect on brand evangelism, or a customer's intense brand support behavior, remains tenuous, exposing an important literature-based gap. Addressing this gap, we adopt a Service-Dominant logic/Consumer Culture Theory perspective to uncover how customers' brand experience dimensions drive their evangelistic behavior for luxury hotels. Addressing these issues, Study 1 analyzes customers' TripAdvisor reviews for six five-star hotels to identify key brand experience themes using content analysis (e.g., human interaction/emotion). Study 2 explores the brand experience/evangelism interface by identifying differences for highly (vs. modestly) evangelistic customers by using fuzzy set qualitative comparative analysis (n = 396 five-star hotel customers). The results reveal human interaction-based hotel attentiveness/caring and emotion-based indulgence as necessary conditions for brand evangelism. Key differences across highly (vs. modestly) evangelistic customers' perceived hotel-based pandemic management and physical environment-based tangible sensorial experience are also identified. We conclude by discussing key implications arising from our analyses.}},
author = {{Purohit, Sonal and Hollebeek, Linda and Das, Manish and Sigurdsson, Valdimar}},
issn = {{2211-9736}},
keywords = {{Luxury hotels; Brand experience; Brand evangelism; Fuzzy set qualitative comparative analysis (fsQCA); Mixed-methods}},
language = {{eng}},
publisher = {{Elsevier}},
series = {{Tourism Management Perspectives}},
title = {{The effect of customers' brand experience on brand evangelism: The case of luxury hotels}},
url = {{http://dx.doi.org/10.1016/j.tmp.2023.101092}},
doi = {{10.1016/j.tmp.2023.101092}},
volume = {{46}},
year = {{2023}},
}