The formation of sub-brand love and corporate brand love in hotel brand portfolios

By Yao-Chin Wang, Hailin Qu, Jing Yang. International Journal of Hospitality Management, 2019

91 citations recorded by the source corpus.

Abstract This study is the first, to our knowledge, to focus on the relationship between sub-brand love and corporate brand love in a hotel brand portfolio. With 425 responses from US travelers, this study finds that sub-brand intimacy and sub-brand passion are driven by ideal-self-sub-brand congruence and that sub-brand passion improves sub-brand intimacy. Both intimacy and passion for the sub-brand improve sub-brand commitment and increase sub-brand love, while sub-brand commitment also strengthens corporate brand love. Additionally, the spillover effects of sub-brand love extend to corporate brand love. This study clarifies Sternberg’s components of interpersonal love as the three love antecedents that form brand love for hotels and demonstrates the importance of aligning hotel sub-brands to fit with targeted consumers’ ideal self.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/db559bc20130ce94a27c5d9e4ddad5e5fa5588b0