Abhigyan

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands


Affiliations
1 The Business School, University of Jammu, India
2 Department of MBA, Kathua Campus, University of Jammu, India
     

   Subscribe/Renew Journal


Although there are many of studies regarding customer brand engagement, still there has been a spare of research, examining how to engage customers in generating loyalty and superior brand equity. To analyse effects of customer brand engagement on brand equity and brand loyalty towards hospitality brands has been the main goal of this study. Self administrated survey was conducted in hospitality brands. The quantitative data was analysed using descriptive statistics, correlation and regression analysis. The results indicated significant and positive interrelationships among customer brand engagement, brand loyalty and brand equity. These findings can aid managers in determining which factors/dimensions to consider when planning, developing strategies and making informed decision to strengthen brand loyalty and brand equity in building customer brand relationships towards hospitality. The current research could further offer a platform for scholars to perform future research.


Keywords

Customer Brand Engagement, Brand Equity, Brand Loyalty, Customer Relationships, Hospitality Brands.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.

  • Baloglu, S. (2002). Dimensions of customer loyalty: Separating friends from well-wishers. Cornell Hotel and Restaurant Administration Quarterly, 43 (1), 47-60.

  • Bowden, J. L. (2009a). Customer engagement: A framework for assessing customer-brand relationships: The case of the restaurant industry. Journal of Hospitality Marketing & Management, 18 (6), 574-596.

  • Bowden, J. L. (2009b). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17 (1), 63-74.

  • Bowen, J. T., & Shoemaker, S. (2003). Loyalty: A strategic commitment. Cornell Hotel and Restaurant Administration Quarterly, 44 (5/6), 31-46.

  • Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14 (3), 252-271.

  • Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. D. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66 (1), 105-114.

  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: Duality, dimensionality and measurement. Journal of Marketing Management, 32 (5-6), 399-426.

  • Gomez, M., & Molina, A. (2012). Wine tourism in Spain: Denomination of origin effects on brand equity. International Journal of Tourism Research, 14 (4), 353-368.

  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2008). Multivariate data analysis (6th Eds). New Jersey: Pearson Prentice Hall.

  • Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27 (7-8), 785-807.

  • Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28 (2), 149-165.

  • Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty and profitability: An empirical study. International Journal of Service Industry Management, 7 ( 4), 27- 42.

  • Keller, K. L. (1998), Building, measuring and managing brand equity, Upper Saddle River: Prentice Hall.

  • Keller, K. L. (2001). Building customer-based brand equity; Creating brand resonance requires carefully sequenced brand-building efforts. Marketing Management, 10 (2), 15-19.

  • Kim, W. G., & Kim, H. B. (2004). Measuring customer based restaurant brand equity. Cornell Hotel and Restaurant Administration Quarterly, 45 (2), 115-131.

  • Kladou, S., & Kehagias, J. (2014). Assessing destination brand equity: An integrated approach. Journal of Destination Marketing and Management, 3, 2-10.

  • Kuvykaite, R., & Piligrimiene, Z. (2014). Consumer engagement into brand equity creation. Procedia-Social and Behavioral Sciences, 156, 479-483.

  • Louro, M. J., & Cunha, P. V. (2001). Brand Management Paradigms. Journal of Marketing Management, 17, 849-875.

  • Lynch, J., & Ariely, D. (2000). Wine online: Search costs affect competition on price quality and distribution. Marketing Science, 19 (1), 83-103.

  • Marketing Science Institute. (2016). Research Priorities, Boston, MA.

  • Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38, 1009-1030.

  • Rather, R. A. (2017). Investigating the impact of customer brand identification on hospitality brand loyalty: A social identity perspective. Journal of Hospitality Marketing & Management, 27 (5), 487-513.

  • Rather, R. A. (2018). Consequences of consumer engagement in service marketing: An empirical exploration. Journal of Global Marketing, 1-20. Doi.org/10.1080/08911762.2018.1454995

  • Rather, R. A., & Parrey, S. H. (2018). Customer engagement in increasing affective commitment within hospitality sector. Journal of Hospitality Application & Research, (Just accepted)

  • Rather, R. A., & Sharma, J. (2016a). Brand loyalty with hospitality brands: The role of customer brand identification, brand satisfaction and brand commitment. Pacific Business Review International, 1(3), 76-86.

  • Rather, R. A., & Sharma, J. (2016b). Customer engagement in strengthening customer loyalty in hospitality sector. South Asian Journal of Tourism and Heritage, 9 (2), 62-81.

  • Rather, R. A., & Sharma, J. (2017a). Customer engagement for evaluating customer relationships in hotel industry. European Journal of Tourism, Hospitality and Recreation, 8 (1), 1-13.

  • Rather, R. A., & Sharma, J. (2017b). The effects of customer satisfaction and commitment on customer loyalty: Evidence from the hotel industry. Journal of Hospitality Application & Research, 12 (2), 41-60.

  • Seric, M., Mikuic, J., & Gil-Saura, I. (2016). Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment. Current Issues in Tourism, 1-23. Doi/abs/10.1080/13683500.2016.1209163.

  • Sharma, J., & Rather, R. A. (2015). Understanding the customer experience: An exploratory study of “A” category hotels. International Journal on Customer Relations, 3 (2), 21-31.

  • Sharma, J., & Rather, R., A. (2016). The role of customer engagement in ensuring sustainable development in hospitality sector. International Journal of Hospitality & Tourism Systems, 9 (1), 41-51.

  • So, K. K. F., King, C., & Sparks, B. (2012). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38 (3), 304-329.

  • So, K. K. F., King, C., Sparks, B., & Wang, Y. (2014). The Role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research,55 (1), 64-78.

  • Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pirner, P., Doreen, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13 (3), 253266.

  • Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20 (2), 127-145.

  • Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members general participation in and active contribution to an online travel community. Tourism Management, 25 (6), 709-22.


Abstract Views: 320

PDF Views: 1




  • Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands

Abstract Views: 320  |  PDF Views: 1

Authors

Raouf Ahmad Rather
The Business School, University of Jammu, India
Jyoti Sharma
Department of MBA, Kathua Campus, University of Jammu, India
Murtaza Hassan Itoo
The Business School, University of Jammu, India

Abstract


Although there are many of studies regarding customer brand engagement, still there has been a spare of research, examining how to engage customers in generating loyalty and superior brand equity. To analyse effects of customer brand engagement on brand equity and brand loyalty towards hospitality brands has been the main goal of this study. Self administrated survey was conducted in hospitality brands. The quantitative data was analysed using descriptive statistics, correlation and regression analysis. The results indicated significant and positive interrelationships among customer brand engagement, brand loyalty and brand equity. These findings can aid managers in determining which factors/dimensions to consider when planning, developing strategies and making informed decision to strengthen brand loyalty and brand equity in building customer brand relationships towards hospitality. The current research could further offer a platform for scholars to perform future research.


Keywords


Customer Brand Engagement, Brand Equity, Brand Loyalty, Customer Relationships, Hospitality Brands.

References