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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| Định dạng: | Journal article |
| Ngôn ngữ: | English |
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Middlesex University Mauritius
2024
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| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/handle/123456789/3558 |
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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 |
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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 |