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The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior

This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn infl...

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Main Authors: Chua, Bee Lia, Kim, Hyeon Cheol, Lee, Sanghyeop, Han, Heesup
Format: Article
Language:English
Published: Routledge 2019
Online Access:http://psasir.upm.edu.my/id/eprint/82581/1/The%20role%20of%20brand.pdf
http://psasir.upm.edu.my/id/eprint/82581/
https://www.tandfonline.com/doi/abs/10.1080/10548408.2018.1488650
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spelling my.upm.eprints.825812020-10-17T21:22:59Z http://psasir.upm.edu.my/id/eprint/82581/ The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior Chua, Bee Lia Kim, Hyeon Cheol Lee, Sanghyeop Han, Heesup This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn influenced hedonic and utilitarian values. While hedonic value significantly affected intentions to revisit and recommend, utilitarian value significantly influenced intention to recommend. Moreover, self-image congruity and values played a significant mediating role. Furthermore, the links from hedonic value to intentions to revisit and recommend, and from utilitarian value to intention to revisit were significantly moderated by sensory experience. Routledge 2019 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/82581/1/The%20role%20of%20brand.pdf Chua, Bee Lia and Kim, Hyeon Cheol and Lee, Sanghyeop and Han, Heesup (2019) The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior. Journal of Travel & Tourism Marketing, 36 (1). pp. 29-42. ISSN 1054-8408; ESSN: 1540-7306 https://www.tandfonline.com/doi/abs/10.1080/10548408.2018.1488650 10.1080/10548408.2018.1488650
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn influenced hedonic and utilitarian values. While hedonic value significantly affected intentions to revisit and recommend, utilitarian value significantly influenced intention to recommend. Moreover, self-image congruity and values played a significant mediating role. Furthermore, the links from hedonic value to intentions to revisit and recommend, and from utilitarian value to intention to revisit were significantly moderated by sensory experience.
format Article
author Chua, Bee Lia
Kim, Hyeon Cheol
Lee, Sanghyeop
Han, Heesup
spellingShingle Chua, Bee Lia
Kim, Hyeon Cheol
Lee, Sanghyeop
Han, Heesup
The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior
author_facet Chua, Bee Lia
Kim, Hyeon Cheol
Lee, Sanghyeop
Han, Heesup
author_sort Chua, Bee Lia
title The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior
title_short The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior
title_full The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior
title_fullStr The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior
title_full_unstemmed The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior
title_sort role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior
publisher Routledge
publishDate 2019
url http://psasir.upm.edu.my/id/eprint/82581/1/The%20role%20of%20brand.pdf
http://psasir.upm.edu.my/id/eprint/82581/
https://www.tandfonline.com/doi/abs/10.1080/10548408.2018.1488650
_version_ 1681490857117614080
score 13.211869

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