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http://dx.doi.org/10.15722/jds.20.04.202204.21

Distribution of Brand Love on Customers' Behavioral Intention: Cases of Five-star Hotels  

CAO, Tri Minh (Ho Chi Minh City Open University)
TRAN, Thanh Thi Chieu (Ho Chi Minh City Open University)
Publication Information
Journal of Distribution Science / v.20, no.4, 2022 , pp. 21-31 More about this Journal
Abstract
Purpose: The study focuses on the distribution of brand love on customers' behavioral intention at five-star hotels in Vietnam. Furthermore, the study also assesses the role of mediating variables and moderating variable involved in the research model. Research design, data and methodology This research surveys 458 customers using the services of five-star hotels in Vietnam through questionnaires on online platforms. Data cleaning and data analysis using SPSS 25.0 software combined with Smart-PLS 3.0 software were used in the research to evaluate the measurement model and structural model. Results: From the results of the structural model evaluation, it shows the positive distribution of brand love on customers' behavioral intentions towards five-star hotels in Vietnam. The mediating roles of brand engagement, brand equity, customer motivation, and the participation of the moderating variable, customer expectations, are determined by this research model. Conclusions: Based on the study results, the distribution of brand love positively affects customers' behavioral intention at five-star hotels in Vietnam, giving recommendations that have a positive impact on customer behavioral intention. In addition, the study shows the role of mediating variables as well as exploring the moderator's (customer expectations) in the distribution of relationships between customer motivation and customer behavioral intention.
Keywords
Distribution; Hospitality; Brand Love; Brand Equity; Behavioral Intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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