Brand satisfaction: Exploring the role of innovativeness, green image and experience in the hotel sector
Purpose
This paper aims to examine the influence of a brand’s innovativeness and green image on customers’ sensory, affective, cognitive, relational and behavioral brand experience and, through that, on brand satisfaction.
Design/methodology/approach
To collect primary data, the study used a list of 1,754 e-mail addresses from a hotel in Norway. Of the invited respondents, 283 completed the questionnaire.
Findings
The study shows positive influences of perceived brand innovativeness and green image on the experience dimensions. The influences of the brand experience dimensions on brand satisfaction are mixed. The results indicate that the brand experience dimensions partially mediate the influences of perceived brand innovativeness and green image on brand satisfaction. The study also shows a positive influence of perceived brand innovativeness on perceived green image.
Practical implications
The paper highlights the importance of carefully managing brands’ innovativeness and green image to improve brand experiences and satisfaction with the hotel.
Originality/value
Few studies exist on hotel brand experience, and therefore, future studies should identify antecedents and consequences of hotel brand experience (King, 2017; Khan and Rahman, 2017). This paper examines the role of hotel brand experiences with an explicit focus on the antecedents of such experiences.
This paper aims to examine the influence of a brand’s innovativeness and green image on customers’ sensory, affective, cognitive, relational and behavioral brand experience and, through that, on brand satisfaction.
Design/methodology/approach
To collect primary data, the study used a list of 1,754 e-mail addresses from a hotel in Norway. Of the invited respondents, 283 completed the questionnaire.
Findings
The study shows positive influences of perceived brand innovativeness and green image on the experience dimensions. The influences of the brand experience dimensions on brand satisfaction are mixed. The results indicate that the brand experience dimensions partially mediate the influences of perceived brand innovativeness and green image on brand satisfaction. The study also shows a positive influence of perceived brand innovativeness on perceived green image.
Practical implications
The paper highlights the importance of carefully managing brands’ innovativeness and green image to improve brand experiences and satisfaction with the hotel.
Originality/value
Few studies exist on hotel brand experience, and therefore, future studies should identify antecedents and consequences of hotel brand experience (King, 2017; Khan and Rahman, 2017). This paper examines the role of hotel brand experiences with an explicit focus on the antecedents of such experiences.
Publisert i International Journal of Contemporary Hospitality Management, 2018
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