ABSTRACT

Marketing science has identified brand love as an efficacious construct in the consumer–brand relationship, yet there is scarce research on how to effectuate it in tourism and hospitality sector. What can businesses gain from it beyond profitability? Using 500 tourists’ responses, this study finds that quality value, emotional value, and knowledge value directly augment brand love and that brand love directly enhances well-being, while quality value, emotional value, and knowledge value indirectly enhance tourists’ well-being, and tourists’ self-perceived mastering negatively moderates the relationships of brand love with quality value, emotional value, and knowledge value.

摘要

营销科学已将品牌爱视为消费者与品牌关系中的有效构造，但在旅游业和酒店业中如何实现它的研究很少。除了盈利，企业还能从中获得什么？通过对500位游客的反馈，本研究发现质量价值，情感价值和知识价值直接增强了品牌的爱，而品牌价值则直接增强了幸福感，而质量价值，情感价值和知识的价值则间接提升了游客的幸福感，而游客对自我的掌握会负面影响品牌爱与质量价值，情感价值和知识价值的关系。