Negative Effects of Perceived Crowding on Travelers' Identification with Cruise Brand

Abstract

The purpose of this study is to examine the effects of perceived crowding on cruise ships on passengers' perceived luxury brand value and brand identification. Based on the results of previous studies, we propose some causal relationships and test our proposed hypotheses using empirical data collected from 342 luxury cruise passengers. The results indicate that perceived crowding has a negative effect on perceived luxury brand value, thereby hindering brand identification. In addition, a psychological variable - the need for uniqueness - moderated the relationship between perceived luxury brand value and brand identification. We conclude by delineating important theoretical and managerial implications.