11 Questions
Which one of these is the most correct?
This one
What is the primary motivation behind consumer-brand engagement?
Sense of emotional attachment to the brand
According to the social exchange theory, what is the underlying principle driving consumer-brand engagement?
Reciprocity
What is the outcome of strong emotional bonds between customers and a brand?
Consumers treating the brand as their own
What is the role of satisfaction in consumer-brand engagement?
Satisfaction is an antecedent of consumer-brand engagement
What is the result of consumers approaching a brand more frequently due to brand love?
Increased consumer-brand interdependence
What is the outcome of a brand establishing a satisfied and emotional relationship with its customers?
Customers transforming into active brand ambassadors
What is the role of love in consumer-brand engagement?
Love is a motivator of consumer-brand engagement
What is the relationship between brand loyalty and consumer-brand engagement?
Brand loyalty is an outcome of consumer-brand engagement
What is the role of emotional attachment in consumer-brand engagement?
Emotional attachment is a facilitator of consumer-brand engagement
What is the outcome of consumer-brand engagement in the context of luxury hotels?
Increased brand loyalty
Study Notes
Luxury Hotel Brand Values
- Functional values refer to a luxury hotel brand's capacity for physical performance and superior functional quality.
- Aesthetic perspective of a luxury hotel brand contributes to functional value perceptions, as consumers believe that a beautiful object implies it is good and usable.
Emotional Values
- Emotional values imply the capacity to arouse feelings or affective states in consumers.
- Components of a cool luxury hotel brand can elicit emotional responses, including:
- Extraordinary
- Aesthetic
- Original
- Authentic
- Energetic
- These components can evoke emotional values, such as feelings of distinction, specialty, and uniqueness.
Symbolic Values
- Symbolic values refer to the attachment or association of psychological meaning to a luxury hotel brand.
- Symbolic values link to desires of signaling social status and economic power.
- The original aspect of brand coolness fosters symbolic values, helping consumers express their lifestyles and image.
Cool Luxury Hotel Brand and Brand Satisfaction
- A cool luxury hotel brand fosters functional, emotional, and symbolic values, which are antecedents of brand satisfaction.
- High-status and originality components of a cool luxury hotel brand provide symbolic values, leading to brand love.
Brand Love and Customer-Brand Engagement
- Brand love motivates consumers to approach the brand more frequently, generating consumer-brand interdependence, trust, and commitment.
- Brand love leads to customer-brand engagement (CBE), transforming consumers into active brand ambassadors.
- Satisfaction is an antecedent of various CBE-related outcomes, such as brand loyalty, word-of-mouth, and referral.
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