The Customers’ Brand Identification with Luxury Hotels: A Social Identity Perspective

Abstract

This study explores the relationships between the consumer-brand identification (CBI) and the customers’ satisfaction, commitment, trust and loyalty toward hospitality brands. The methodology included a confirmatory factor analysis (CFA) that assessed the reliability and validity of previous tried and tested measures in marketing sciences. A two-step structural equation modelling approach was used to analyse the relationships among the latent and observed constructs. The findings have reported a satisfactory fit for this study’s research model. The empirical results shed light on the direct and indirect effects from the exogenous constructs on brand loyalty. This contribution implies that brand trust had the highest effect on brand loyalty, and this was followed my other determinants, including; consumer-brand identification, consumer satisfaction and commitment. In conclusion, this paper identifies its research limitations and puts forward possible research avenues.