Luxury-cruise travellers’ brand community perception and its consequences |
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Authors: | Changsup Shim Seongjin Kang Insin Kim |
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Institution: | 1. Department of Tourism Management, Gachon University, 1342 Seongnam-daero, Sujeong-gu, Seongnam-si, Gyeonggi-do 461-701, Republic of Korea;2. Department of Tourism and Convention, Pusan National University, Jangjeon-Dong, San 30, Kumjung-Gu, Busan 609-735, Republic of Korea |
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Abstract: | This study examines the roles of brand community and brand differentiation in the context of the luxury-cruise market. Employing a brand community integration scale, an online survey was conducted with 300 luxury-cruise customers in the USA. The results of structural equation modelling provided six findings as follows: (1) three of the four dimensions of brand community, namely the relationship with the cruise brand, the cruise product, and other cruisers, had positive effects on brand distinctiveness; (2) brand distinctiveness had positive effects on emotional brand attraction; (3) emotional brand attraction had positive effects on active engagement and repurchase intentions; (4) the corporate social responsibility image moderated the link between the relationship with other cruisers and brand distinctiveness; (5) customers’ desire for unique products moderated the relationship between brand distinctiveness and emotional brand attraction; and (6) service-use self-efficacy moderated the relationship between emotional brand attraction and active engagement. The results provide a deeper theoretical and practical understanding of the luxury-cruise market. |
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Keywords: | luxury-cruise traveller brand community brand distinctiveness emotional brand attraction active engagement CSR image |
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