Online branding: Development of hotel branding through interactivity theory |
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| Affiliation: | 1. Hospitality and Restaurant Administration, Missouri State University, Springfield, MO, USA;2. College of Business, Florida Atlantic University, Florida, FL, USA;3. Marketing Department, Sultan Qaboos University, Muscat, Oman;4. Rosen College of Hospitality Management, University of Central Florida, Florida, FL, USA;1. School of Human Environmental Sciences, 118 Home Economics Bldg, University of Arkansas, Fayetteville, AR, 72701, USA;2. Jonathan M. Tisch Center of Hospitality, New York University, New York, NY, USA;3. Department of Tourism & Leisure Management, Ling Tung University, Taichung City, Taiwan;1. International Center for Hospitality Research, Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4116, Tallahassee, FL 32306-2541, United States;2. Dedman School of Hospitality Management, The College of Business, Florida State University, 288 Champions Way, UCB 4117, Tallahassee, FL 32306-2541, United States;3. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4115, Tallahassee, FL 32306-2541, United States;1. Department of Physics, University of Calabria, Arcavacata di Rende (CS), Italy;2. Department of Management, University of Bristol, Bristol, UK;3. Department of Marketing, Branding and Tourism, Middlesex University London, London, UK;1. The University of Queensland, Brisbane, Australia;2. The University of Melbourne, Melbourne, Australia;3. Johannes Kepler Universität Linz, Linz, Austria |
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| Abstract: | The present study aims to develop and test a theory-based model of website interactivity as an online branding tool. It explores the relationships among website interactivity, the dimensions of brand knowledge, and brand value in the context of hotel booking websites. An online questionnaire was completed by four hundred forty two (n = 442) responses who booked a hotel room in the previous year. Leaning on the fundamentals of branding literature and the website interactivity theory, a model was designed and seven hypotheses were tested. A two-phase analysis was considered, first a Confirmatory factor analysis (CFA) and then a Structural Equation Modeling (SEM) were conducted to test hypotheses. The results of the study show that the dimensions of website interactivity, namely two-way communication and user control, positively impact the dimensions of brand knowledge, namely brand awareness and brand image, which in turn impact brand value. We offer both theoretical and managerial implications. |
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| Keywords: | Brand knowledge Brand awareness Brand image Brand value Online branding Website interactivity |
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