Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector
This study aims to investigate how consumer-celebrity match impacts brand engagement and loyalty in the hospitality industry with an effort to understand better consumer-celebrity marketing and its underlying principles the Meaning Transfer Model (MTM) and Customer Brand Engagement (CBE) were app...
Đã lưu trong:
| Những tác giả chính: | , , , |
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| Định dạng: | Journal article |
| Ngôn ngữ: | English |
| Được phát hành: |
Middlesex University Mauritius
2024
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| Những chủ đề: | |
| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/handle/123456789/3558 |
| Các nhãn: |
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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| Tóm tắt: | This study aims to investigate how consumer-celebrity match impacts brand engagement and
loyalty in the hospitality industry with an effort to understand better consumer-celebrity
marketing and its underlying principles the Meaning Transfer Model (MTM) and Customer
Brand Engagement (CBE) were applied to assess the direct and indirect impacts of measurement
model variables on celebrity marketing. The quantitative methodology was used in this study
with data from 490 respondents. The outcome reveals that consumer-celebrity match has a
favourable effect on brand engagement and brand engagement also leads to a positive correlation
with brand loyalty. The research provides insightful conclusions for managers looking to
optimize their marketing strategy based on the result. |
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