Articlegold2022

Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

Gustave Florentin Nkoulou Mvondo · Fengjie Jing · Khalid Hussain · Muhammad Ali Raza

39 citations0/0 files storedFrontiers in Psychology

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Service and Product Innovation Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Drawing on the theory of engagement, the present study aims to examine the outcomes of the co-creation experience in a realistic co-creation setting, a hotpot restaurant. To this end, the current research links the relationship marketing literature to hospitality and tourism research and formulates a novel framework by incorporating tourists' co-creation experience, brand evangelism, brand trust, and brand passion in an integrated conceptual model. Using a quantitative research design, a total of 453 international tourists were surveyed in China. The findings revealed that co-creation experience dimensions positively impact brand evangelism, trust, and passion. Additionally, we found that brand trust and brand passion positively affect brand evangelism. We also confirmed the mediating effect of brand trust and brand passion in bridging the co-creation experience and brand evangelism. This study offers valuable insights for restaurant brand managers regarding attracting and engaging foreign travelers with their service businesses.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 1994The Commitment-Trust Theory of Relationship Marketing 2011PLS-SEM: Indeed a Silver Bullet 2003Evolving to a New Dominant Logic for Marketing 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2004Co-creation experiences: The next practice in value creation 2005Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice1

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