The Customers’ Brand Identification with Luxury Hotels: A Social Identity Perspective

Rather, R.A. & Camilleri, M.A. (2019). The Customers’ Brand Identification with Luxury Hotels: A Social Identity Perspective. In Harrison, T. & Brennan, M. (Eds.) 2019 AMS World Marketing Congress. University of Edinburgh, Scotland (July, 2019). Academy of Marketing Science.

24 Pages Posted: 11 Mar 2019

See all articles by Mark Anthony Camilleri

Mark Anthony Camilleri

University of Malta; University of Edinburgh

Raouf Rather

The Business School, University of Jammu

Date Written: October 1, 2018

Abstract

This study relies on the social identity perspective to explore the relationships between the consumer-brand identification (CBI) construct and the customers’ satisfaction, commitment, trust and loyalty toward hospitality brands. The methodology included a confirmatory factor analysis (CFA) that assessed the reliability and validity of previous tried and tested measures in marketing sciences. This study has supported the scales' content validity. A two-step structural equation modelling approach was used to analyze the relationships among the latent and observed constructs. The findings have reported a satisfactory fit for this study's research model. The empirical results shed light on the direct and indirect effects on brand loyalty. This contribution implies that brand trust had the highest effect on brand loyalty, and this was followed my other determinants, including; consumer-brand identification, consumer satisfaction and commitment. In conclusion, this paper identifies its research limitations and puts forward possible research avenues.

Keywords: brand, branding, consumer brand identification, social identity, brand loyalty, consumer satisfaction, trust, commitment

JEL Classification: M00, M1, M3, M30, M31

Suggested Citation

Camilleri, Mark and Rather, Raouf, The Customers’ Brand Identification with Luxury Hotels: A Social Identity Perspective (October 1, 2018). Rather, R.A. & Camilleri, M.A. (2019). The Customers’ Brand Identification with Luxury Hotels: A Social Identity Perspective. In Harrison, T. & Brennan, M. (Eds.) 2019 AMS World Marketing Congress. University of Edinburgh, Scotland (July, 2019). Academy of Marketing Science.. Available at SSRN: https://ssrn.com/abstract=3339153

Mark Camilleri (Contact Author)

University of Malta ( email )

Department of Corporate Communication,
Faculty of Media and Knowledge Sciences
Msida, MSD2080
Malta
79314808 (Phone)

HOME PAGE: http://https://www.um.edu.mt/profile/markacamilleri

University of Edinburgh

27 Buccheluech Place,
The Business School
Edinburgh, Scotland EH8 9JS
United Kingdom

Raouf Rather

The Business School, University of Jammu ( email )

Jammu, Jammu 180001
India

Register to save articles to
your library

Register

Paper statistics

Downloads
11
Abstract Views
98
PlumX Metrics