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The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior


Citation

Chua, Bee Lia and Kim, Hyeon Cheol and Lee, Sanghyeop and Han, Heesup (2019) The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior. Journal of Travel & Tourism Marketing, 36 (1). pp. 29-42. ISSN 1054-8408; ESSN: 1540-7306

Abstract

This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn influenced hedonic and utilitarian values. While hedonic value significantly affected intentions to revisit and recommend, utilitarian value significantly influenced intention to recommend. Moreover, self-image congruity and values played a significant mediating role. Furthermore, the links from hedonic value to intentions to revisit and recommend, and from utilitarian value to intention to revisit were significantly moderated by sensory experience.


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Additional Metadata

Item Type: Article
Divisions: Faculty of Food Science and Technology
DOI Number: https://doi.org/10.1080/10548408.2018.1488650
Publisher: Routledge
Keywords: Brand personality; Self-congruity; Perceived value; Behavioral intentions; Sensory experience; Sky lounge
Depositing User: Mr. Sazali Mohamad
Date Deposited: 17 Oct 2020 21:22
Last Modified: 17 Oct 2020 21:22
Altmetrics: http://www.altmetric.com/details.php?domain=psair.upmedu.my&doi=10.1080/10548408.2018.1488650
URI: http://psasir.upm.edu.my/id/eprint/82581
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