International Journal on Customer Relations

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Interface between Hospitality-based Customer Brand Engagement, Self-brand Congruence, and Revisit Intention


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1 Marketing Researcher and Fellow, SSSUTMS, School of Management Studies, Madhya Pradesh, India
     

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Customer brand engagement (CBE) has been identified as an important determinant of brand co-creation (BCO) and brand loyalty. However, the cognitive and affective mechanism of CBE has hardly received a full assessment, particularly in the field of hospitality brand context. Thus, using service-dominant logic, this research develops a model that explores the relationships between self-brand congruence, social media involvement (SMI), BCO, CBE, and revisit intention towards hospitality brands during the COVID-19 pandemic. First, results suggest that SMI and self-brand congruence positively impact CBE. Secondly, results revealed that CBE’s significant positive effect on BCO and customer’s revisit intention. Third, findings showed the social media’s and self-brand congruence’s indirect impact on co-creation and revisit intent, as mediated via CBE. The model has been tested by adopting Partial least squares-structural equation modelling, and the empirical results can contribute to the advancement of SMI, CBE, co-creation, and revisit intention in the hospitality context. This study offers key implications for hotel brands to construct tactics in surviving during the pandemic.

Keywords

Customer Brand Engagement, Social Media Involvement, Self-Brand Congruence, Revisit Intention, Hospitality Brands
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  • Interface between Hospitality-based Customer Brand Engagement, Self-brand Congruence, and Revisit Intention

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Authors

Raouf Ahmad Rather
Marketing Researcher and Fellow, SSSUTMS, School of Management Studies, Madhya Pradesh, India

Abstract


Customer brand engagement (CBE) has been identified as an important determinant of brand co-creation (BCO) and brand loyalty. However, the cognitive and affective mechanism of CBE has hardly received a full assessment, particularly in the field of hospitality brand context. Thus, using service-dominant logic, this research develops a model that explores the relationships between self-brand congruence, social media involvement (SMI), BCO, CBE, and revisit intention towards hospitality brands during the COVID-19 pandemic. First, results suggest that SMI and self-brand congruence positively impact CBE. Secondly, results revealed that CBE’s significant positive effect on BCO and customer’s revisit intention. Third, findings showed the social media’s and self-brand congruence’s indirect impact on co-creation and revisit intent, as mediated via CBE. The model has been tested by adopting Partial least squares-structural equation modelling, and the empirical results can contribute to the advancement of SMI, CBE, co-creation, and revisit intention in the hospitality context. This study offers key implications for hotel brands to construct tactics in surviving during the pandemic.

Keywords


Customer Brand Engagement, Social Media Involvement, Self-Brand Congruence, Revisit Intention, Hospitality Brands

References