Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation

Abstract

Although insights into consumer-brand-engagement (CBE), experience, and relationship quality are recognized as significant research priorities, limited remains recognized about the dynamics of these, and individual/organizational factors, as therefore, investigated in this research. Employing resource-based-view and relationship-marketing-theory, we develop and test a theoretical model that unveils the effect of organizational-related factor (e.g., service environment) and individual-level factor (e.g., consumer-brand-experience) on CBE, which have consequent impact on brand-relationship quality and brand equity with luxury-hotel brands. To examine these matters, we analyze a sample of luxury hotel consumers by deploying structural-equation-modelling. First, advocated that service environment and consumer-brand-experience positively impacts CBE. Second, findings revealed CBE's positive influence on relationship quality and equity. Third, results confirmed the mediating effect of CBE among the anticipated links. Finally, brand reputation is revealed to moderate the relationship of these factors. Our study offers key theoretical/practical implications in developing CBE, experience, relationship quality, and equity for luxury-hotel brands.