广告
品牌管理
在线和离线
品牌形象
品牌知名度
品牌体验
品牌资产
业务
心理学
营销
价值(数学)
计算机科学
新产品开发
产品管理
机器学习
操作系统
作者
Seonjeong Lee,Mi-Young Jeong
标识
DOI:10.1016/j.ijhm.2014.03.008
摘要
Providing a distinctive brand experience is critical to differentiate each hotel brand from others, due to the intangible characteristics of the hotel industry. Rooted in congruity theory, this study investigated how three congruities (i.e., self-image congruity, online–offline brand image congruity, and value congruity) influenced customers’ online brand experiences and their brand trust. Results from this study indicated both self-image congruity and online–offline brand image congruity significantly influenced both customers’ online brand experiences and their trust toward the hotel's brand. Extending brand experience literature and congruity theory, this study suggested hotels should develop a strategy that could capture these three congruity effects in online and offline channels because these effects should be key determinants for customers’ online brand experiences and their responses.
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