Article2019

Categorical differences of hotel brand personality

24 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research Corporate Identity and Reputation

Abstract

Purpose This study aims to differentiate the brand personality of four basic hotel categories (e.g. limited-service, selected-service, full-service and luxury hotels) to draw an overall landscape of the lodging industry on symbolic attributes. Design/methodology/approach An online survey was conducted to assess the brand personality of eight popular hotel brands competing in the US market (two brands for each price category) by using Aaker’s (1997) brand personality scale. The categorical difference in brand personality was compared at both of the dimensional and individual trait level. Findings This study draws a picture of brand personality for four prevailing hotel categories in the US market. It suggests exciting luxury hotels, sincere select-service hotels and rugged limited-service hotels, but no distinctive personality for full-service hotels. This study positions the pros and cons of each hotel category. For instance, it shows at the dimensional level, full-service hotels advance select-service hotels in excitement but fall behind in sincerity. At the individual trait level, full-service hotels strike customers as contemporary, up-to-date and good-looking, but disappoint customers on the features like honest and wholesome. Practical implications This study informs hotel brand companies and hotel investors with the pros and cons of each hotel category to assist them to improve their marketing or investment strategies. Originality/value Although brand personality has been often used to assess hotel brand’s difference, it has been rarely used to capture the categorical difference. This study adds new insights to hotel banding practice by comparing different categories on symbolic attributes.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1994Are There Universal Aspects in the Structure and Contents of Human Values?1997Dimensions of Brand Personality 1997Dimensions of Brand Personality 2011Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self 2009The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale 2006Destination Personality: An Application of Brand Personality to Tourism Destinations 2011Exciting red and competent blue: the importance of color in marketing

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