Exploring hotel brand attachment: The mediating role of sentimental value. (July 2020)

• Record Type: Journal Article
• Authors: Liu, Yan; Kou, Yan; Guan, Zhenzhong; Hu, JiaJing; Pu, Bo
• Is Part Of: Journal of retailing and consumer services. Volume 55(2020)
• Publication Date: 2020-07
• Subjects: Functional value -- Symbolic value -- Hedonic value -- Sentimental value -- Brand attachment; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102143
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Brand attachment is at the core of building strong consumer brand relationships, which has important strategic significance for hotel enterprises and brands in acquiring a sustainable competitive advantage. Currently, neither the mechanisms underlying brand attachment nor the factors influencing hotel brand attachment are clearly understood. Functional, symbolic, and hedonic needs influence brand selection. This paper analyzed the effect of these three factors on consumers' perceived value and brand attachment. The mediating effects of customer sentimental value were also evaluated. This study expands our understanding of what determines brand attachment by showing that sentimental value mediates the relationships between functional value, symbolic value, hedonic value, and brand attachment. It also has managerial implications for the hotel industry.