Luxury-cruise travellers' brand community perception and its consequences
- Authors
- Shim, Changsup; Kang, Seongjin; Kim, Insin; Hyun, Sunghyup Sean
- Issue Date
- 2017
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- luxury-cruise traveller; brand community; brand distinctiveness; emotional brand attraction; active engagement; CSR image
- Citation
- CURRENT ISSUES IN TOURISM, v.20, no.14, pp.1489 - 1509
- Journal Title
- CURRENT ISSUES IN TOURISM
- Volume
- 20
- Number
- 14
- Start Page
- 1489
- End Page
- 1509
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/7498
- DOI
- 10.1080/13683500.2015.1033386
- ISSN
- 1368-3500
- Abstract
- This study examines the roles of brand community and brand differentiation in the context of the luxury-cruise market. Employing a brand community integration scale, an online survey was conducted with 300 luxury-cruise customers in the USA. The results of structural equation modelling provided six findings as follows: (1) three of the four dimensions of brand community, namely the relationship with the cruise brand, the cruise product, and other cruisers, had positive effects on brand distinctiveness; (2) brand distinctiveness had positive effects on emotional brand attraction; (3) emotional brand attraction had positive effects on active engagement and repurchase intentions; (4) the corporate social responsibility image moderated the link between the relationship with other cruisers and brand distinctiveness; (5) customers' desire for unique products moderated the relationship between brand distinctiveness and emotional brand attraction; and (6) service-use self-efficacy moderated the relationship between emotional brand attraction and active engagement. The results provide a deeper theoretical and practical understanding of the luxury-cruise market.
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