| Abstract: | This study applies brand tourism effect to examine the loyal customers' different attitudinal responses caused by two types of non-loyal customers (i.e., brand immigrants and brand tourists) in the luxury hotel industry. The study also investigates the moderating role of psychological ownership on brand tourism effect. Conducting a 2 (types of non-loyal customers) * 2 (psychological ownership) experimental design, the results show that the loyal customers perceive brand tourists more favorably, and their disappointment is the most significantly different emotional response. In addition, the result also finds the moderating effect to be significant, indicating that in a lounge, loyal customers view brand tourists more positively than in restaurant. Lastly, the study also discusses theoretical and practical implications. |
