With growing number of hotel brands in the market, the lodging industry is facing intense competition more than ever, and managers are realizing the importance of developing strong customer–brand relationship. As a result, the concept of brand love is gaining increased attention in hospitality literature and academics are examining various antecedents of this concept. However, among prior studies’ exploration of its antecedents, the relationship between engagement process and brand love has been relatively neglected. Hence, the present study explores the relationship among customer–brand engagement, cognitive brand loyalty, and brand love. Specifically, this study focuses on the role of cognitive engagement on the development of brand love, as the advent of online environment and social networking service has significantly changed customer’s pre- and post-purchase decision-making process. The conceptual model illustrates that cognitive engagement, which is operationalized as a second-order construct of attention and absorption, has a significant positive effect on brand love directly and indirectly via the mediation of cognitive brand loyalty. Consequently, the findings indicate that “how” customers process brand information (cognitive engagement) is equally important as “what” they process (content, e.g., quality) to evoke cognitive brand loyalty and ultimately brand love among hotel guests.

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Purpose This study aims to provide an understanding of the concept of service innovation resulting from emerging technologies and suggest areas for future hospitality and tourism research. By thoroughly reviewing previous literature, this study provides the basis for improving customer service with service innovation. Design/methodology/approach This study examines the existing body of knowledge from leading hospitality, tourism and business journals by performing content analysis. Findings This study reveals the multifaceted aspects of service innovation practices using emerging technologies. Findings provide an evidence base to future studies by highlighting the role of technology in hospitality and tourism service innovation. Originality/value The major contribution of this study is the demonstration of an approach for both academic researchers and service providers how they can use the technology to improve customers’ perceived value, experience and engagement.

Purpose This study aims to investigate ways in which hotel loyalty programs can be designed to enhance customer’s identification with a hotel brand and develop a sustainable customer-brand relationship. Design/methodology/approach The study adopted a cross-sectional design survey questionnaire for data collection and used structural equation modeling data analysis to test the conceptual model. Findings The three loyalty program experiences proposed (member-to-member similarity, memorable loyalty program experience and loyalty program social benefits) exerted significant positive effects on customer-brand identification (CBI), which, in turn, influences customer-brand relationship elements, including trust, commitment and switching resistance. Originality/value This study expands the scope of CBI literature, which previously focused substantially on brand level experiences, by being the first to explore a new set of CBI antecedents with a focus on loyalty program experiences. Furthermore, the current study’s findings delineate specific strategies to uphold the social and experiential aspects of loyalty programs that can develop sustainable customer-brand relationships.