Enhancing online brand experiences: An application of congruity theory |
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| Institution: | 1. Asia Europe Business School, Faculty of Economics and Management, East China Normal University, Shanghai 200241, China;2. School of Economics & Management, Wuyi University, Jiangmen 529020, China;1. College of Business Administration, University of Sharjah, P. O. Box 27272 Sharjah, United Arab Emirates;2. HEC Montréal, 3000, Chemin de la Côte-Sainte-Catherine, Montréal, QC, H3T 2A7, Canada;3. Ted Rogers School of Management, Ryerson University, 350 Victoria Street, Toronto, ON, M5B 2K3, Canada;1. Jack J. Valenti School of Communication, College of Liberal Arts and Social Sciences, 101 Communications Building, University of Houston, Houston, TX 77004, USA;2. Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, GA 30602, USA;3. Robertson School of Media and Culture, Virginia Commonwealth University, Richmond, VA 23284, USA |
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| Abstract: | Providing a distinctive brand experience is critical to differentiate each hotel brand from others, due to the intangible characteristics of the hotel industry. Rooted in congruity theory, this study investigated how three congruities (i.e., self-image congruity, online–offline brand image congruity, and value congruity) influenced customers’ online brand experiences and their brand trust. Results from this study indicated both self-image congruity and online–offline brand image congruity significantly influenced both customers’ online brand experiences and their trust toward the hotel's brand. Extending brand experience literature and congruity theory, this study suggested hotels should develop a strategy that could capture these three congruity effects in online and offline channels because these effects should be key determinants for customers’ online brand experiences and their responses. |
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| Keywords: | Self-image congruity Online–offline brand image congruity Value congruity Online brand experience Brand trust |
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