Unraveling the dynamic and contingency mechanism between service experience and customer engagement with luxury hotel brands

Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement

“…Consistent with the above arguments, studies in the domain of luxury hotels have demonstrated that satisfaction is an antecedent of various CBE-related outcomes such as brand loyalty (Manthiou et al, 2018), word-of-mouth (WOM) (Choi et al, 2017), referral (Choi and Kandampully, 2019) or referral (Le et al, 2021). Also, in this context, love and emotional attachment have been confirmed as agents that foster consumers to perform different components of CBE (Manthiou et al, 2018;Wu and Gao, 2019).…”

“…In the luxury hotel setting, it can be induced that when consumers are satisfied with a brand, they are more likely to contribute to the brand by offering their values as suggested by the norm of reciprocity (Rather and Hollebeek, 2019). Equally important, the current study uncovered that CBE is less likely to exist in the absence of brand love since with love, consumers become part of the brand, thus treat it as their own (Ahn and Back, 2018), with care and support as well as trust, and commitment (Le et al , 2021). Thus, it can be suggested that luxury hotel brand satisfaction and love are the missing pieces linking brand strategies, including LBC and CBE (Kumar et al , 2019; Le et al , 2021).…”

“…In the service domain, Kumar et al (2019) have also proposed that brand satisfaction and love increase CBE. Empirical evidence has generally shown that satisfaction and love increase CBE in the hospitality industry (Itani et al , 2019; Le et al , 2021). Therefore, satisfaction and love influencing CBE are supported by previous wisdom.…”

“…Although some previous studies have highlighted the significant role of satisfaction as well as love (Choi and Kandampully, 2019; Le et al , 2021), how LBC is related to brand satisfaction and brand love is still unclarified. Following the expectation disconfirmation perspective (Oliver, 1980), we propose that a cool luxury hotel brand can meet consumers’ expectations by offering various values (e.g.…”

“…The ultimate aim of luxury hotel brand strategies is to foster the process of consumers’ value creation and contribution, i.e. CBE (Kumar et al , 2019; Le et al , 2021), which is reflected by purchase, referral, influence and customer knowledge (Kumar and Pansari, 2016). The literature review (Appendix 2) has demonstrated that various brand strategies, including quality and equity (Liu et al , 2017; Yang and Lau, 2015), emotions, aesthetic perception, authenticity (Choi and Kandampully, 2019; Kim et al , 2020), brand experience as well as luxury value (Ahn and Back, 2018; Guan et al , 2021), have been adopted to investigate particular aspects of customer engagement.…”