Article2018

The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior

Bee‐Lia Chua · Hyeon-Cheol Kim · Sanghyeop Lee · Heesup Han

97 citations0/0 files storedJournal of Travel & Tourism Marketing

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research Consumer Retail Behavior Studies

Abstract

This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn influenced hedonic and utilitarian values. While hedonic value significantly affected intentions to revisit and recommend, utilitarian value significantly influenced intention to recommend. Moreover, self-image congruity and values played a significant mediating role. Furthermore, the links from hedonic value to intentions to revisit and recommend, and from utilitarian value to intention to revisit were significantly moderated by sensory experience.

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References

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