The formation of sub-brand love and corporate brand love in hotel brand portfolios |
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| Institution: | 1. School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR, United States;2. School of Hotel and Tourism Management, Oklahoma State University, Stillwater, OK, United States;3. School of Management, Xiamen University, Xiamen, China;4. School of Business, Sun Yat-Sen University, Guangzhou, China;5. Jonathan M. Tisch Center for Hospitality, New York University, New York, NY, United States;1. Ecole hôtelière de Lausanne, HES-SO//University of Applied Sciences Western Switzerland, Route de Cojonnex 18, 1000, Lausanne 25, Switzerland;2. Columbia University, 701 Uris Hall, New York, NY, 10027, United States;1. School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Brisbane, Qld 4000, Australia;2. School of Business, Universidad Adolfo Ibáñez, Santiago, Chile;3. IPADE Business School, Floresta # 20, Col. Clavería., Delegación Azcapotzalco., C.P. 02080, México, D.F., Mexico;4. ISCTE Business School, University Institute of Lisbon, Avenida Forças Armadas, 1649-026 Lisboa, Portugal;5. Université Panthéon-Assas, Maison des Sciences de Gestion, 1 rue Guy de La Brosse, 75005 Paris, France;1. School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR, United States;2. School of Hotel and Tourism Management, Oklahoma State University, Stillwater, OK, United States;3. Department of Tourism and Leisure Management, Ling Tung University, Taiwan;1. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST-East, Kowloon, Hong Kong (SAR);2. Collaborative Innovation Center of Modern Tourism Development, Nankai University, 38 Tongyan Road, Tianjin, 300350, PR China;3. College of Tourism and Service Management, Nankai University, 38 Tongyan Road, Tianjin, 300350, PR China;4. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Harbin, 150001, PR China;1. University of Auckland Business School, Auckland, New Zealand;2. University of Southern Mississippi, Hattiesburg, MS, USA;3. Rowan University, Glassboro, NJ, USA;4. Curtin University, Perth, WA, Australia;5. IESEG School of Management, Lille, France;6. LEM-CNRS 9221, Lille, France;7. ESCP Business School, London, United Kingdom |
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| Abstract: | This study is the first, to our knowledge, to focus on the relationship between sub-brand love and corporate brand love in a hotel brand portfolio. With 425 responses from US travelers, this study finds that sub-brand intimacy and sub-brand passion are driven by ideal-self-sub-brand congruence and that sub-brand passion improves sub-brand intimacy. Both intimacy and passion for the sub-brand improve sub-brand commitment and increase sub-brand love, while sub-brand commitment also strengthens corporate brand love. Additionally, the spillover effects of sub-brand love extend to corporate brand love. This study clarifies Sternberg’s components of interpersonal love as the three love antecedents that form brand love for hotels and demonstrates the importance of aligning hotel sub-brands to fit with targeted consumers’ ideal self. |
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| Keywords: | Brand love Triangular theory of love Hotel brand Intimacy Passion Commitment |
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