Brand experience and brand attachment as drivers of WOM in hospitality

Purpose– Thepurposeofthispaperistodevelopa model tomeasure theimpactofbrandexperience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with thebrand. Design/methodology/approach– Datawerecollectedthrough a...

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Detalhes bibliográficos
Autores: Gómez Suárez, Mónica, Veloso Huertas, Mónica
Tipo de documento: artigo
Data de publicação:2020
País:España
Recursos:Universidad Autónoma de Madrid
Repositório:Biblos-e Archivo. Repositorio Institucional de la UAM
Idioma:inglês
OAI Identifier:oai:repositorio.uam.es:10486/739740
Acesso em linha:https://hdl.handle.net/10486/739740
https://dx.doi.org/10.1108/SJME-12-2019-0106
Access Level:Acceso aberto
Palavra-chave:Hotel
WOM
Brand experience
Brand attachment
Economía
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spelling Brand experience and brand attachment as drivers of WOM in hospitalityExperiencia de marca y vinculación afectiva como antecedentes de las recomendaciones boca-oído(WOM)Gómez Suárez, MónicaVeloso Huertas, MónicaHotelWOMBrand experienceBrand attachmentEconomíaPurpose– Thepurposeofthispaperistodevelopa model tomeasure theimpactofbrandexperience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with thebrand. Design/methodology/approach– Datawerecollectedthrough anonline survey of 416 hotel customers. Theproposedmodelwastestedwithstructuralequationsmodelling (SEM). Findings– The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However,theexperience itself has a greater direct impact than theattachment. Practical implications– By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOMrecommendations. Originality/value– This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence ofexperience, but not yet examined itsmediating roleEmerald Publishing LimitedDepartamento de Financiación e Investigación ComercialFacultad de Ciencias Económicas y Empresariales20202020-10-20research articlehttp://purl.org/coar/resource_type/c_2df8fbb1VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10486/739740https://dx.doi.org/10.1108/SJME-12-2019-0106reponame:Biblos-e Archivo. Repositorio Institucional de la UAMinstname:Universidad Autónoma de MadridInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:repositorio.uam.es:10486/7397402026-06-23T12:46:27Z
dc.title.none.fl_str_mv Brand experience and brand attachment as drivers of WOM in hospitality
Experiencia de marca y vinculación afectiva como antecedentes de las recomendaciones boca-oído(WOM)
title Brand experience and brand attachment as drivers of WOM in hospitality
spellingShingle Brand experience and brand attachment as drivers of WOM in hospitality
Gómez Suárez, Mónica
Hotel
WOM
Brand experience
Brand attachment
Economía
title_short Brand experience and brand attachment as drivers of WOM in hospitality
title_full Brand experience and brand attachment as drivers of WOM in hospitality
title_fullStr Brand experience and brand attachment as drivers of WOM in hospitality
title_full_unstemmed Brand experience and brand attachment as drivers of WOM in hospitality
title_sort Brand experience and brand attachment as drivers of WOM in hospitality
dc.creator.none.fl_str_mv Gómez Suárez, Mónica
Veloso Huertas, Mónica
author Gómez Suárez, Mónica
author_facet Gómez Suárez, Mónica
Veloso Huertas, Mónica
author_role author
author2 Veloso Huertas, Mónica
author2_role author
dc.contributor.none.fl_str_mv Departamento de Financiación e Investigación Comercial
Facultad de Ciencias Económicas y Empresariales
dc.subject.none.fl_str_mv Hotel
WOM
Brand experience
Brand attachment
Economía
topic Hotel
WOM
Brand experience
Brand attachment
Economía
description Purpose– Thepurposeofthispaperistodevelopa model tomeasure theimpactofbrandexperience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with thebrand. Design/methodology/approach– Datawerecollectedthrough anonline survey of 416 hotel customers. Theproposedmodelwastestedwithstructuralequationsmodelling (SEM). Findings– The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However,theexperience itself has a greater direct impact than theattachment. Practical implications– By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOMrecommendations. Originality/value– This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence ofexperience, but not yet examined itsmediating role
publishDate 2020
dc.date.none.fl_str_mv 2020
2020-10-20
dc.type.none.fl_str_mv research article
http://purl.org/coar/resource_type/c_2df8fbb1
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10486/739740
https://dx.doi.org/10.1108/SJME-12-2019-0106
url https://hdl.handle.net/10486/739740
https://dx.doi.org/10.1108/SJME-12-2019-0106
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Emerald Publishing Limited
publisher.none.fl_str_mv Emerald Publishing Limited
dc.source.none.fl_str_mv reponame:Biblos-e Archivo. Repositorio Institucional de la UAM
instname:Universidad Autónoma de Madrid
instname_str Universidad Autónoma de Madrid
reponame_str Biblos-e Archivo. Repositorio Institucional de la UAM
collection Biblos-e Archivo. Repositorio Institucional de la UAM
repository.name.fl_str_mv
repository.mail.fl_str_mv
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