Developing Brand Performance Through Eliciting Perceived Brand Relationship Orientation and Consumer Engagement Value

Raouf Ahmad Rather; Tareq Rasul; Lisa Cain; Mustafeed Zaman

doi:10.1007/978-3-031-59535-6_22

Developing Brand Performance Through Eliciting Perceived Brand Relationship Orientation and Consumer Engagement Value

Raouf Ahmad Rather^*
, Tareq Rasul
, Lisa Cain
, Mustafeed Zaman

^*Corresponding author for this work

Interdisciplinary Research Center for Finance and Digital Economy

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

This study proposed and tested a theoretical model, which investigates the effect of perceived-brand relationship orientation (PBRO) on consumer brand identification (CBI) and brand performance (BPR) through the moderating effect of consumer engagement value (CEV) with luxury hotel brands. We collected data from luxury hotel brand consumers and tested it through PLS-structural equation modeling. First, results revealed that PBRO generates a positive effect on CBI and BPR. Second, findings verified that CBI has a positive influence on BPR towards luxury hotel brands. Third, findings illustrated a significant/positive moderating effect on the link between PBRO/CBI and PBRO/BPR. This chapter provides important implications for luxury hotel brands to develop strategies in stimulating consumer/brand relationship, consumer brand identification, consumer/brand engagement value, and hotel brand performance.

Original language	English
Title of host publication	Tourism, Hospitality and Event Management
Publisher	Springer Nature
Pages	431-447
Number of pages	17
DOIs	https://doi.org/10.1007/978-3-031-59535-6_22
State	Published - 2024

Publication series

Name	Tourism, Hospitality and Event Management
Volume	Part F3652
ISSN (Print)	2510-4993
ISSN (Electronic)	2510-5000

Bibliographical note

Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

Keywords

Brand performance
Consumer engagement value
Consumer-brand identification
Luxury hotel brands
Perceived-brand relationship orientation

ASJC Scopus subject areas

Geography, Planning and Development
Economics, Econometrics and Finance (miscellaneous)
Tourism, Leisure and Hospitality Management
Management, Monitoring, Policy and Law

Access to Document

10.1007/978-3-031-59535-6_22

Cite this

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title = "Developing Brand Performance Through Eliciting Perceived Brand Relationship Orientation and Consumer Engagement Value",

abstract = "This study proposed and tested a theoretical model, which investigates the effect of perceived-brand relationship orientation (PBRO) on consumer brand identification (CBI) and brand performance (BPR) through the moderating effect of consumer engagement value (CEV) with luxury hotel brands. We collected data from luxury hotel brand consumers and tested it through PLS-structural equation modeling. First, results revealed that PBRO generates a positive effect on CBI and BPR. Second, findings verified that CBI has a positive influence on BPR towards luxury hotel brands. Third, findings illustrated a significant/positive moderating effect on the link between PBRO/CBI and PBRO/BPR. This chapter provides important implications for luxury hotel brands to develop strategies in stimulating consumer/brand relationship, consumer brand identification, consumer/brand engagement value, and hotel brand performance.",

keywords = "Brand performance, Consumer engagement value, Consumer-brand identification, Luxury hotel brands, Perceived-brand relationship orientation",

author = "Rather, \{Raouf Ahmad\} and Tareq Rasul and Lisa Cain and Mustafeed Zaman",

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year = "2024",

doi = "10.1007/978-3-031-59535-6\_22",

language = "English",

series = "Tourism, Hospitality and Event Management",

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Developing Brand Performance Through Eliciting Perceived Brand Relationship Orientation and Consumer Engagement Value. / Rather, Raouf Ahmad; Rasul, Tareq; Cain, Lisa et al.
Tourism, Hospitality and Event Management. Springer Nature, 2024. p. 431-447 (Tourism, Hospitality and Event Management; Vol. Part F3652).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - Developing Brand Performance Through Eliciting Perceived Brand Relationship Orientation and Consumer Engagement Value

AU - Rather, Raouf Ahmad

AU - Rasul, Tareq

AU - Cain, Lisa

AU - Zaman, Mustafeed

PY - 2024

Y1 - 2024

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AB - This study proposed and tested a theoretical model, which investigates the effect of perceived-brand relationship orientation (PBRO) on consumer brand identification (CBI) and brand performance (BPR) through the moderating effect of consumer engagement value (CEV) with luxury hotel brands. We collected data from luxury hotel brand consumers and tested it through PLS-structural equation modeling. First, results revealed that PBRO generates a positive effect on CBI and BPR. Second, findings verified that CBI has a positive influence on BPR towards luxury hotel brands. Third, findings illustrated a significant/positive moderating effect on the link between PBRO/CBI and PBRO/BPR. This chapter provides important implications for luxury hotel brands to develop strategies in stimulating consumer/brand relationship, consumer brand identification, consumer/brand engagement value, and hotel brand performance.

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KW - Perceived-brand relationship orientation

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T3 - Tourism, Hospitality and Event Management

SP - 431

EP - 447

BT - Tourism, Hospitality and Event Management

PB - Springer Nature

ER -

Developing Brand Performance Through Eliciting Perceived Brand Relationship Orientation and Consumer Engagement Value

Abstract

Publication series

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

Fingerprint

Cite this