The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior
This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn infl...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Routledge
2019
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| Online Access: | http://psasir.upm.edu.my/id/eprint/82581/1/The%20role%20of%20brand.pdf |
| _version_ | 1796981050932461568 |
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| author | Chua, Bee Lia Kim, Hyeon Cheol Lee, Sanghyeop Han, Heesup |
| author_facet | Chua, Bee Lia Kim, Hyeon Cheol Lee, Sanghyeop Han, Heesup |
| author_sort | Chua, Bee Lia |
| collection | UPM |
| description | This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn influenced hedonic and utilitarian values. While hedonic value significantly affected intentions to revisit and recommend, utilitarian value significantly influenced intention to recommend. Moreover, self-image congruity and values played a significant mediating role. Furthermore, the links from hedonic value to intentions to revisit and recommend, and from utilitarian value to intention to revisit were significantly moderated by sensory experience. |
| first_indexed | 2024-03-06T10:32:04Z |
| format | Article |
| id | upm.eprints-82581 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T10:32:04Z |
| publishDate | 2019 |
| publisher | Routledge |
| record_format | dspace |
| spelling | upm.eprints-825812020-10-17T21:22:59Z http://psasir.upm.edu.my/id/eprint/82581/ The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior Chua, Bee Lia Kim, Hyeon Cheol Lee, Sanghyeop Han, Heesup This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn influenced hedonic and utilitarian values. While hedonic value significantly affected intentions to revisit and recommend, utilitarian value significantly influenced intention to recommend. Moreover, self-image congruity and values played a significant mediating role. Furthermore, the links from hedonic value to intentions to revisit and recommend, and from utilitarian value to intention to revisit were significantly moderated by sensory experience. Routledge 2019 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/82581/1/The%20role%20of%20brand.pdf Chua, Bee Lia and Kim, Hyeon Cheol and Lee, Sanghyeop and Han, Heesup (2019) The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior. Journal of Travel & Tourism Marketing, 36 (1). pp. 29-42. ISSN 1054-8408; ESSN: 1540-7306 https://www.tandfonline.com/doi/abs/10.1080/10548408.2018.1488650 10.1080/10548408.2018.1488650 |
| spellingShingle | Chua, Bee Lia Kim, Hyeon Cheol Lee, Sanghyeop Han, Heesup The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior |
| title | The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior |
| title_full | The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior |
| title_fullStr | The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior |
| title_full_unstemmed | The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior |
| title_short | The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior |
| title_sort | role of brand personality self congruity and sensory experience in elucidating sky lounge users behavior |
| url | http://psasir.upm.edu.my/id/eprint/82581/1/The%20role%20of%20brand.pdf |
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