Service-dominant logic in the hotel industry: Pathway to brand awareness and loyalty

Service-dominant logic in the hotel industry: Pathway to brand awareness and loyalty

This study aims to analyze the influence of Service-Dominant Logic (SDL) on Brand Attitude, Emotional Brand Attachment, and Brand Engagement and the impact of these three variables on Brand Awareness and Brand Loyalty among hotel users in Bandung City. A quantitative approach was used in this study...

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Bibliographic Details
Main Authors: Tanty Sondari, Nur Zeina Maya Sari, Ayke Nuraliati
Format: Article
Language:English
Published: Universitas Islam Indonesia, Faculty of Business and Economics, Department of Management 2025-02-01
Series:Asian Management and Business Review
Subjects:
Service-dominant logic
Brand attitude
Emotional brand attachment
Brand engagement
Brand awareness
Brand loyalty
Online Access:https://journal.uii.ac.id/AMBR/article/view/37090
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