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Journal of Product & Brand Management, 26
Journal of Business Research, 88
Tourism Management, 65
Marketing Intelligence & Planning, 36
Journal of Marketing Research, 33
Journal of Marketing, 74
Information & Management, 41
Journal of Retailing and Consumer Services, 35
International Journal of Contemporary Hospitality Management
International Journal of Hospitality Management, 75
International Journal of Hospitality Management, 75
Cities, 80
In Information and Communication Technologies in Tourism
Cornell Hospitality Quarterly, 56
Journal of Business Research, 82
Journal of Business Research, 70
Journal of Business Research, 71
International Journal of Contemporary Hospitality Management, 30
Journal of Interactive Marketing, 18
International Studies of Management & Organization, 10
International Journal of Electronic Commerce, 16
Psychology and Marketing, 27
Journal of Travel Research, 53
International Journal of Contemporary Hospitality Management
International Journal of Contemporary Hospitality Management
Tourism Management, 75
Journal of Interactive Marketing, 33
Journal of Travel & Tourism Marketing, 30
Business Horizons, 54
Journal of Services Marketing, 30
Marketing Letters, 17
Engineering Economics,. Engineering Economics, 26
Journal of Economics, 7
Journal of Business Research, 121
Journal of Consumer Psychology, 15
Journal of Marketing, 73
Journal of Business & Industrial Marketing, 28
International Journal of Hospitality Management, 78
International Journal of Information Management, 33
Journal of Interactive Advertising, 19
Journal of Interactive Marketing, 28
In most countries, independent hotels are a major contributor to both national economy and the hospitality sector, but to the best of the authors’ knowledge, there is a lack of any study on brand co-creation (BCC) in independent hotels. This study aims to examine the interrelationship of moral judgement (MJ), self–brand connection, customer–brand engagement (CBE), electronic word-of-mouth (eWOM) and how BCC occurs in independent hotels and contrasts visitors’ perspectives between two different Global Leadership and Organizational Behavior Effectiveness clusters in independent hotels. Furthermore, this study also examines the moderating impact of privacy concern (PC) on the relationship between eWOM and brand co-creation.Design/methodology/approachData were collected from two groups of tourists, Iranian (290) and European (224), who visited and stayed in independent hotels in some major cities in Iran. The structural equation modelling using AMOS 22 was adopted to test the hypotheses.FindingsThe study’s findings revealed that there are significant differences between two culturally different travellers in terms of selected variables, suggesting that MJ is a main antecedent of CBE, which leads to eWOM among Iranian travellers, which consequently leads to BCC. Moreover, the study’s data indicates that European travellers show a high level of PCs while staying in independent hotels in Iran, which prevents them from sharing and getting engaged in the social media, which could delay the BCC process especially in international level.Originality/valueThis study contributes to literature by providing new insights on the differences in the concept of brand co-creation between two culturally different groups in the context of independent hotels, which require special attention of independent hotel managers.
Consumer Behavior in Tourism and Hospitality – Emerald Publishing
Published: Jul 27, 2022
Keywords: Culture; Moral judgement; eWOM; Privacy concern; Brand co-creation; Independent hotel
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