Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector

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...

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Những tác giả chính: Nguyễn, Văn Anh, D.B. Trung, N.T.T. Tra, L.D.M. Tri
Định dạng: Journal article
Ngôn ngữ:English
Được phát hành: Middlesex University Mauritius 2024
Những chủ đề:
Consumer - Celebrity Match, Brand loyalty, Brand Engagement, Celebrity endorsement, Hospitality
Truy cập trực tuyến:https://scholar.dlu.edu.vn/handle/123456789/3558
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Thư viện lưu trữ: Thư viện Trường Đại học Đà Lạt
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spelling oai:scholar.dlu.edu.vn:123456789-35582024-09-06T07:10:04Z Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector Nguyễn, Văn Anh D.B. Trung N.T.T. Tra L.D.M. Tri Consumer - Celebrity Match, Brand loyalty, Brand Engagement, Celebrity endorsement, Hospitality 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. 13 2 383-392 2024-09-06T07:09:54Z 2024-09-06T07:09:54Z 2024-07 Journal article Bài báo đăng trên tạp chí thuộc SCOPUS, bao gồm book chapter https://scholar.dlu.edu.vn/handle/123456789/3558 en African Journal of Hospitality, Tourism and Leisure 2223-814X Middlesex University Mauritius
institution Thư viện Trường Đại học Đà Lạt
collection Thư viện số
language English
topic Consumer - Celebrity Match, Brand loyalty, Brand Engagement, Celebrity endorsement, Hospitality
spellingShingle Consumer - Celebrity Match, Brand loyalty, Brand Engagement, Celebrity endorsement, Hospitality
Nguyễn, Văn Anh
D.B. Trung
N.T.T. Tra
L.D.M. Tri
Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector
description 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.
format Journal article
author Nguyễn, Văn Anh
D.B. Trung
N.T.T. Tra
L.D.M. Tri
author_facet Nguyễn, Văn Anh
D.B. Trung
N.T.T. Tra
L.D.M. Tri
author_sort Nguyễn, Văn Anh
title Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector
title_short Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector
title_full Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector
title_fullStr Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector
title_full_unstemmed Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector
title_sort enhancing brand loyalty through consumer-celebrity congruence in the hospitality sector
publisher Middlesex University Mauritius
publishDate 2024
url https://scholar.dlu.edu.vn/handle/123456789/3558
_version_ 1813142632612757504

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