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

Autor:	Min Gyung Kim, Sunghyup Sean Hyun
Rok vydání:	2014
Předmět:	Marketing Identification (information) Empirical data Tourism Leisure and Hospitality Management Cruise Advertising Brand equity Psychology Crowding Social psychology
Zdroj:	Journal of Travel & Tourism Marketing. 32:241-259
ISSN:	1540-7306 1054-8408
Popis:	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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::130ccf1134327e55fea6c74a868c87b4 https://doi.org/10.1080/10548408.2014.892469 Zobrazit plný text záznamu