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- W2885406257 abstract "Abstract This study is the first, to our knowledge, to focus on the relationship between sub-brand love and corporate brand love in a hotel brand portfolio. With 425 responses from US travelers, this study finds that sub-brand intimacy and sub-brand passion are driven by ideal-self-sub-brand congruence and that sub-brand passion improves sub-brand intimacy. Both intimacy and passion for the sub-brand improve sub-brand commitment and increase sub-brand love, while sub-brand commitment also strengthens corporate brand love. Additionally, the spillover effects of sub-brand love extend to corporate brand love. This study clarifies Sternberg’s components of interpersonal love as the three love antecedents that form brand love for hotels and demonstrates the importance of aligning hotel sub-brands to fit with targeted consumers’ ideal self." @default.
- W2885406257 created "2018-08-22" @default.
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- W2885406257 date "2019-01-01" @default.
- W2885406257 modified "2023-10-02" @default.
- W2885406257 title "The formation of sub-brand love and corporate brand love in hotel brand portfolios" @default.
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- W2885406257 doi "https://doi.org/10.1016/j.ijhm.2018.08.001" @default.
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