Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 7 April 2022
Issue publication date: 3 June 2022
Abstract
Purpose
This study aims to contribute by forming the concept of luxury hotel brand (four- and five-star hotel) coolness and revealing its promoting role to customer brand engagement with brand satisfaction and brand love as connecting components and materialism as a contingent factor.
Design/methodology/approach
A conditional model linking luxury hotel brand coolness and customer brand engagement is proposed and tested using the partial least squares structural equation modeling (PLS-SEM) technique on a data set of 284 customers.
Findings
Luxury hotel brand coolness reflecting various brand qualities fosters satisfaction and love, which facilitate CBE. Materialism positively moderates the impact of luxury hotel brand coolness on brand satisfaction and love.
Research limitations/implications
Future studies should further generalize the findings by extending the current research on different hospitality services and luxury consumption. Also, more personality traits and personal values should be investigated as moderators.
Practical implications
Luxury hotel brand management should place brand coolness at the center of luxury hotel brand strategies.
Originality/value
This study fills in the gap of unraveling the central role of luxury hotel brand coolness in fostering customer brand engagement with brand satisfaction and love as catalysts and materialism as a contingent condition.
Keywords
Acknowledgements
This research is funded by University of Economics Ho Chi Minh city, Vietnam.
Citation
Khoi, N.H. and Le, A.N.-H. (2022), "Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement", International Journal of Contemporary Hospitality Management, Vol. 34 No. 7, pp. 2425-2449. https://doi.org/10.1108/IJCHM-10-2021-1230
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited