DETUROPE - The Central European Journal of Regional Development and Tourism 2018, 10(2):4-16 | DOI: 10.32725/det.2018.010

Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of Iran

Amir Khazaei Poola, Farhad Hanifib, Vahid Reza Mirabib, Mohammad Javad Taghipourianc
a Department of management, Qeshm international branch, Islamic Azad University, Qeshm, Iran
b Department of management, Central Tehran branch, Islamic Azad University, Tehran, Iran
c Department of management, Chalous branch, Islamic Azad University, Chalous, Iran

Keywords: brand romance, cognitive, affective, conative, behavioral, loyalty

Brand romance is considered as a very important construct in marketing especially in brand area leading to the occurrence of some behaviors in consumers. However, a few types of research have been conducted on the importance of brand romance in hoteling. The present research aims to identify and test the effect of brand romance on four kinds of customer loyalty including cognitive loyalty, affective loyalty, conative loyalty and behavioral loyalty. The semi-structured interview was used to identify the measuring tool of brand romance. Then, customer loyalty questionnaire was added and distributed in the statistical society of the study. Data were tested using Smart-Pls2. Results of the research showed that brand romance had positive and significant effect on four kinds of loyalty. This research is a guide for hotel managers and marketers to perceive brand romance from viewpoints of customers. In addition, by applying suggestions, the research will help marketers create a stronger relationship between brand and customers and thus benefit from its outcomes.

Published: July 31, 2018  Show citation

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Khazaei Pool, A., Hanifi, F., Mirabi, V.R., & Taghipourian, M.J. (2018). Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of Iran. DETUROPE - The Central European Journal of Regional Development and Tourism, 10(2), 4-16. doi: 10.32725/det.2018.010
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