The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
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The Effects of Brand Communication of Chain Hotel Group on Brand Awareness, Brand Attitude, and Brand Loyalty

체인호텔 기업의 브랜드 커뮤니케이션이 브랜드 인지, 태도, 그리고 충성도에 미치는 영향

  • Eun-Jung KIM (Youngsan University, School of Hotel and Tourism Management)
  • Received : 2023.05.23
  • Accepted : 2023.06.12
  • Published : 2023.06.30
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Abstract

Purpose: Brand communication plays an important role in the credibility of consumer behavior as it enhances brand equity. This study investigates the effects of brand communication (firm-created communication, consumer-generated communication) on brand awareness, brand attitude, brand loyalty in the hotel business sector by applying the SOR theory (stimulus-organism-response theory). Research design, data, and methodology: This study was analyzed in a quantitative way using the survey results of 400 customers who had experience of visiting hotels. In this study, SmartPLS 4.0 was used to evaluate the research model. The reliability, convergent validity, and discriminant validity of the measurement tool were verified. Result: Result was found that consumer-generated communications had a positive effect on brand awareness and brand attitude, whereas firm-created communications had a significant effect on brand awareness. In addition, brand awareness had a positive effect on both brand attitude and brand loyalty. Finally, brand attitude was found to have a positive effect on brand loyalty. Conclusions: This study redefines the concept of where chain hotel groups should focus when providing consumers with information about their brands and services. As a result, the conceptual framework of brand communication to increase new customer visits to the hotel brand has been expanded.

Keywords

Acknowledgement

This work was supported by Youngsan University Research Fund of 2022

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