The moderating role of brand experience on the relationship between hotel brand positioning and brand performance

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The moderating role of brand experience on the relationship between hotel brand positioning and brand performance

 

Author: Liu, Kuo Ning
Title: The moderating role of brand experience on the relationship between hotel brand positioning and brand performance
Degree: DHTM
Year: 2014
Subject: Hospitality industry -- Marketing.
Branding (Marketing)
Hotels -- Taiwan
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: xi, 164 pages : illustrations ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2761684
URI: http://theses.lib.polyu.edu.hk/handle/200/7788
Abstract: In this increasingly globalised and uncertain market, the hotel industry is facing tremendous competitive pressure. To develop a competitive advantage, hotels may adopt an innovative branding strategy. The application of brand experience to marketing practice has drawn much attention from the hotel industry. Marketing management recognises that understanding brand experience is critical for developing goods and services. Studies have examined the relationship between brand positioning and non-financial brand performance, but it remains unclear how the brand experiences of hotel guests affect this relationship. This study aims to fill this research gap by identifying the composition and structure of brand experience in upscale Taiwanese hotels and examine the moderating effect of brand experience on brand positioning and non-financial brand performance. To achieve its research objectives, this study proposes a conceptual model comprising four hypotheses. It hypothesises that the positioning of an upscale hotel brand consists of two components: brand image and product attributes. In addition, non-financial brand performance is considered to comprise customer satisfaction and brand loyalty. Both constructs are related to brand experience. Brand positioning is assumed to affect non-financial brand performance, and brand experience is hypothesised to moderate the relationship between brand positioning and non-financial brand performance. A questionnaire related to upscale hotels in Taiwan was created. It was intended for completion by group tourists in mainland China, and was distributed to 800 hotel guests. Three hundred and thirty-four adequately completed questionnaires were collected. The findings of this study verify the important influence of brand experience on brand positioning and non-financial brand performance. They indicate that the perceived brand experience of hotel guests has a significant positive effect on brand positioning and non-financial brand performance. In addition, by investigating the moderating effect of brand experience, this study reveals that the brand image and product attribute perceptions of hotel guests who have a positive brand experience have greater effects on non-financial brand performance. This study broadens and deepens the current knowledge of the role of brand experience in the hotel industry. It fills gaps in the research by considering the effect of hotel brand experience on the relationship between brand positioning and non-financial brand performance. In practice, it implies that upscale hotels should consider additional information about hotel brand experience when making strategic marketing decisions. In addition, it suggests that upscale hotel management should develop different dimensions of brand experience to encourage brand positioning and non-financial brand performance.

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