Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of Iran
Brand romance is considered as a very important construct in marketing especially in brand area leading to the occurrence of some behaviors in consumers. However, a few types of research have been conducted on the importance of brand romance in hoteling. The present research aims to identify and tes...
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| Format: | Article |
| Language: | ces |
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University of South Bohemia
2018-08-01
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| Series: | DETUROPE |
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| Online Access: | http://www.deturope.eu/img/upload/content_44219015.pdf |
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| author | Amir Khazei Pool Farhad Hanifi Vahid Reza Mirabi Mohammad Javad Taghipourian |
| author_facet | Amir Khazei Pool Farhad Hanifi Vahid Reza Mirabi Mohammad Javad Taghipourian |
| author_sort | Amir Khazei Pool |
| collection | DOAJ |
| description | Brand romance is considered as a very important construct in marketing especially in brand area leading to the occurrence of some behaviors in consumers. However, a few types of research have been conducted on the importance of brand romance in hoteling. The present research aims to identify and test the effect of brand romance on four kinds of customer loyalty including cognitive loyalty, affective loyalty, conative loyalty and behavioral loyalty. The semi-structured interview was used to identify the measuring tool of brand romance. Then, customer loyalty questionnaire was added and distributed in the statistical society of the study. Data were tested using Smart-Pls2. Results of the research showed that brand romance had positive and significant effect on four kinds of loyalty. This research is a guide for hotel managers and marketers to perceive brand romance from viewpoints of customers. In addition, by applying suggestions, the research will help marketers create a stronger relationship between brand and customers and thus benefit from its outcomes. |
| format | Article |
| id | doaj-art-f31fcd6f925a4fa0b79f188642e35293 |
| institution | Kabale University |
| issn | 1821-2506 |
| language | ces |
| publishDate | 2018-08-01 |
| publisher | University of South Bohemia |
| record_format | Article |
| series | DETUROPE |
| spelling | doaj-art-f31fcd6f925a4fa0b79f188642e352932025-02-02T16:31:21ZcesUniversity of South BohemiaDETUROPE1821-25062018-08-01102416Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of IranAmir Khazei Pool0Farhad Hanifi1Vahid Reza Mirabi2Mohammad Javad Taghipourian3Department of management, Qeshm international branch, Islamic Azad University, Qeshm, IranDepartment of management, Central Tehran branch, Islamic Azad University, Tehran, IranDepartment of management, Central Tehran branch, Islamic Azad University, Tehran, IranDepartment of management, Chalous branch, Islamic Azad University, Chalous, IranBrand romance is considered as a very important construct in marketing especially in brand area leading to the occurrence of some behaviors in consumers. However, a few types of research have been conducted on the importance of brand romance in hoteling. The present research aims to identify and test the effect of brand romance on four kinds of customer loyalty including cognitive loyalty, affective loyalty, conative loyalty and behavioral loyalty. The semi-structured interview was used to identify the measuring tool of brand romance. Then, customer loyalty questionnaire was added and distributed in the statistical society of the study. Data were tested using Smart-Pls2. Results of the research showed that brand romance had positive and significant effect on four kinds of loyalty. This research is a guide for hotel managers and marketers to perceive brand romance from viewpoints of customers. In addition, by applying suggestions, the research will help marketers create a stronger relationship between brand and customers and thus benefit from its outcomes.http://www.deturope.eu/img/upload/content_44219015.pdfbrand romancecognitiveaffectiveconativebehavioralloyalty |
| spellingShingle | Amir Khazei Pool Farhad Hanifi Vahid Reza Mirabi Mohammad Javad Taghipourian Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of Iran DETUROPE brand romance cognitive affective conative behavioral loyalty |
| title | Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of Iran |
| title_full | Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of Iran |
| title_fullStr | Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of Iran |
| title_full_unstemmed | Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of Iran |
| title_short | Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of Iran |
| title_sort | moving from cognitive loyalty to behavioral loyalty through brand romance evidence from hotel industry of iran |
| topic | brand romance cognitive affective conative behavioral loyalty |
| url | http://www.deturope.eu/img/upload/content_44219015.pdf |
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