Configuring the Role of Brand Interactivity, Involvement, and Brand Orientation on Brand Loyalty: Testing of an Integrated Framework in the Hospitality Sector

Customer brand engagement has been acknowledged as a significant stimulus of determining brand loyalty. Especially in the hospitality industry, the association of tourists is significant when optimal services are provided in branded hotels. The purpose of this research is to sequentially test the relationship between brand interactivity, brand involvement, brand orientation, consumer brand engagement, and brand loyalty. Furthermore, the association between relationship quality and brand image is also estimated as a mediator. The data was collected from 374 tourists residing in branded hotels in the northern areas of Pakistan. The data was collected by deploying nonprobability sampling technique through structured questionnaire. The data was collected from 374 users. For the estimation of causal relationship among constructs, structural equation modeling (SEM) technique was deployed using partial least-square approach. The results reported strong causal association among the theoretically knitted constructs. Future research studies can extend the study’s framework and empirical test it in different cultural contexts.