Finding desirable post-consumption behaviors

• Published in: International journal of contemporary hospitality management Vol. 30; no. 9; pp. 2984 - 3003
• Main Author: Kang, Juhee
• Format: Journal Article
• Language: English
• Published: Emerald Publishing Limited 30.10.2018
• Subjects: Romantic brand love; Advocacy; Brand intimacy; Brand passion; Willingness to pay a premium price; Perceived luxury value
• ISSN: 0959-6119; 1757-1049
• DOI: 10.1108/IJCHM-07-2017-0410

Purpose The purpose of this paper is to identify the antecedents and consequences of romantic brand love in the luxury hotel context. Design/methodology/approach Data were collected from guests who had stayed at a luxury hotel within the past year and analyzed using structural equation modeling. Findings The findings indicate that uniqueness and hedonic values are a prerequisite of evoking closeness and passionate feelings toward hotel brands, resulting in guests’ advocacy and willingness to pay a premium price. Practical implications This study provides practical implications for luxury hotel marketers by introducing a new angle to understand brand love and suggesting desirable post-consumption behaviors through creating romantic love relationships between guests and hotel brands. Originality/value Research on the multidimensional aspects of luxury value is limited. This study proposes a conceptual model to investigate which luxury values enable guests to fall in love with brands and influence future behavior decisions and identifies opportunities for managerial benefits relating to consumers who are not traditional or frequent visitors to hotels.