Abstract
This chapter develops and investigates a theoretical model of consumer brand engagement (CBE) and consumer brand co-creation (CBC) within the tourism industry. Because of the limitations in the existing literature, this chapter examines various consequences of consumers’ psychological (affective and cognitive) engagement: CBC and consumer–brand relationship strength (CBRS) with the tourism/destination brands. Employing partial least-squares structural equation modeling, this chapter evaluates data from tourists. The findings uncovered that psychological-based affective and cognitive engagement positively affects CBC and CBRS. Results revealed that CBC positively affects CBRS. This chapter extends existing knowledge on CBE and CBC and imparts important insights for the tourism practitioners and policymakers in developing psychological CBE and consequent CBC/CBRS with destination brands.
| Original language | English |
|---|---|
| Title of host publication | Tourism, Hospitality and Event Management |
| Publisher | Springer Nature |
| Pages | 215-232 |
| Number of pages | 18 |
| DOIs | |
| 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
- Consumer brand co-creation
- Consumer brand engagement
- Customer–brand relationship strength
- Psychological engagement
- Tourism marketing.
ASJC Scopus subject areas
- Geography, Planning and Development
- Economics, Econometrics and Finance (miscellaneous)
- Tourism, Leisure and Hospitality Management
- Management, Monitoring, Policy and Law
