Customer reviews and brand equity are both key assets that offer hospitality providers competitive advantages over rivalries. However, how they can complement each other is a question that scholars and practitioners continue to seek. This research draws on social identity and social presence theories to synthesize a multilevel model with social identification as a mediator of the relationship between persuasive message compliance and social commerce intention. We take a resource-based view to conceptualize brand equity as a strategic asset and to model it as a moderator. This inquiry contributes to extant literature by illuminating a multilevel paradigm to better understand the strategic imperative of brand equity in fortifying a strong brand, while casting means for weak brands to capitalize on e-WOM to impel favorable guest behaviors. It adds to the literature by acknowledging a dual-identification process in which both customer reviews and branding exercise different roles in customers’ brand identification.

客户评论和品牌资产都是为酒店供应商提供竞争优势的关键资产。然而，它们如何相互补充，是学者和实践者不断寻求的问题。本研究借鉴社会认同和社会临场感理论，合成了一个多层次模型，社会认同作为说服性信息遵从性与社交商务意图之间关系的中介。我们采用基于资源的观点，将品牌资产概念化为战略资产，并将其建模为调节者。这项调查通过阐明多层次范式来帮助现有文献，以更好地理解品牌资产在巩固强大品牌方面的战略必要性，同时为弱品牌提供利用 e-WOM 来推动良好客户行为的手段。