Developing Brand Performance Through Eliciting Perceived Brand Relationship Orientation and Consumer Engagement Value

This study proposed and tested a theoretical model, which investigates the effect of perceived-brand relationship orientation (PBRO) on consumer brand identification (CBI) and brand performance (BPR) through the moderating effect of consumer engagement value (CEV) with luxury hotel brands. We collected data from luxury hotel brand consumers and tested it through PLS-structural equation modeling. First, results revealed that PBRO generates a positive effect on CBI and BPR. Second, findings verified that CBI has a positive influence on BPR towards luxury hotel brands. Third, findings illustrated a significant/positive moderating effect on the link between PBRO/CBI and PBRO/BPR. This chapter provides important implications for luxury hotel brands to develop strategies in stimulating consumer/brand relationship, consumer brand identification, consumer/brand engagement value, and hotel brand performance.