Consideration of rosy- and blue-side attachment with integrated resort brands
- Authors
- Ahn, Jiseon
- Issue Date
- Sep-2019
- Publisher
- Elsevier Limited
- Keywords
- Needs satisfaction; Rosy-side brand attachment; Blue-side brand attachment; Behavioral intention; Integrated resort brand; Destination brand management; Destination brand marketing
- Citation
- Journal of Destination Marketing and Management, v.13, pp.1 - 9
- Indexed
- SSCI
SCOPUS
- Journal Title
- Journal of Destination Marketing and Management
- Volume
- 13
- Start Page
- 1
- End Page
- 9
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/2871
- DOI
- 10.1016/j.jdmm.2019.05.001
- ISSN
- 2212-571X
- Abstract
- This study analyzes the impact of need satisfaction on two types of customer brand attachment, namely the rosy-and blue-sides. In an integrated resort setting, customers are increasingly motivated through controlled, capable, and connected experiences across gambling and non-gambling facilities. Results corroborate that autonomy, competence, and relatedness need satisfaction differently and significantly influence rosy- and blue-side attachments toward the integrated resort brands. However, only the rosy-side brand attachment leads to revisit and positive word-of-mouth (WOM) intention. This paper also examines the mediating effect of customers' rosy-side brand attachment on the relationship between need satisfaction and behavioral intention. These findings emphasize the importance of attaining harmonious attachment for marketers and managers of integrated resort destinations.
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