The Approach to Enhance Brand Citizenship Behavior and Customer-Based Brand Equity: Multilevel Mediating Effects in International Tourist Hotels
學年 113
學期 2
出版（發表）日期 2025-06-02
作品名稱 The Approach to Enhance Brand Citizenship Behavior and Customer-Based Brand Equity: Multilevel Mediating Effects in International Tourist Hotels
作品名稱（其他語言）
著者 江旭新; 曾忠蕙
單位
出版者
著錄名稱、卷期、頁數 International Journal of Hospitality Tourism Administration, 1-35.
摘要 This research, building on social identity and social exchange theories, investigates the multilevel relationships among branding culture, person-brand fit, brand citizenship behavior, customer loyalty, and customer-based brand equity. The hierarchical linear modeling was utilized to analyze data from 172 supervisors, 318 employees, and 327 customers of 22 international tourist hotels in Taiwan. We found branding culture positively affects person-brand fit and brand citizenship behavior. Aggregated brand citizenship positively affects customer loyalty, which contributes to customer-based brand equity. A critical finding based on the holistic model showed that multilevel mediating effects of person-brand fit and customer loyalty exist.
關鍵字 Branding culture; person-brand fit; brand citizenship behavior; customer loyalty; customer-based brand equity; hierarchical linear modeling
語言 en
ISSN
期刊性質 國外
收錄於 ESCI Scopus
產學合作
通訊作者
審稿制度 是
國別 GBR
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/127837 )

SDGS 優質教育,尊嚴就業與經濟發展