Online branding: Development of hotel branding through interactivity theory

被引：57
|
作者：
Barreda, Albert A. [1 ]
Bilgihan, Anil [2 ]
Nusair, Khaldoon [3 ]
Okumus, Fevzi [4 ]
机构：
[1] Missouri State Univ, Hospitality & Restaurant Adm, Springfield, MO USA
[2] Florida Atlantic Univ, Coll Business, Boca Raton, FL 33431 USA
[3] Sultan Qaboos Univ, Dept Mkt, Coll Econ & Polit Sci, Muscat, Oman
[4] Univ Cent Florida, Rosen Coll Hospitality Management, Orlando, FL 32816 USA
来源：
TOURISM MANAGEMENT | 2016年 / 57卷
关键词：
Brand knowledge; Brand awareness; Brand image; Brand value; Online branding; Website interactivity; PURCHASE INTENTION; CONSUMER-BEHAVIOR; DECISION-MAKING; E-COMMERCE; INTERNET; EQUITY; IMPACT; IMAGE; RESPONSES; TRAVEL;
D O I：
10.1016/j.tourman.2016.06.007
中图分类号：
X [环境科学、安全科学];
学科分类号：
08 ; 0830 ;
摘要：
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. (C) 2016 Elsevier Ltd. All rights reserved.
引用
收藏
页码：180 / 192
页数：13
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