An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

Mobin Fatma () and Zillur Rahman ()
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Mobin Fatma: University of Petroleum and Energy Studies, Dehradun 248007, India
Zillur Rahman: Department of Management Studies, Indian Institute of Technology, Roorkee 247667, India

Service Science, 2017, vol. 9, issue 2, 136-146

Abstract: This study aims to examine the influence of consumer-perceived ethicality of a hotel brand on customer brand loyalty through the customer identification with the brand, considering the mediating role of affective commitment and trust. The findings suggest that when consumers have an ethical perception of a company’s behavior, they tend to be more identified with the hotel brand, which results in favorable judgment of the hotel brand in terms of developing affective attachment to the brand (affective commitment) and willingness to rely on that brand (brand trust). This positive evaluation of a hotel brand results in determining the customer long-term relationship with the brand (brand loyalty). This study aims to contribute to the underresearched area of business ethics and hotel brands by examining the relational perspective of brand loyalty, and characterizes the relationship between consumer-perceived ethicality and brand loyalty through customers’ brand identity, brand trust, and affective commitment.

Keywords: consumer-perceived ethicality; hotel brands; brand identification (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (4)

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