Unveiling the vital nexus of brand personality, loyalty, and love in luxury hospitality service within developing destinations: Moderating role of brand anthropomorphism

초록

The paper identifies the critical attributes of brand personality and evaluates its impact on brand loyalty and love. It also analyzes the moderating impact of anthropomorphism on relationships in the luxury hotel brand personality–loyalty–love model. Online data were collected through two studies (n1 = 200, n2 = 258) on luxury hotel customers in Vietnam. Exploratory factor analysis in Study 1 revealed five key brand personalities: sincerity, materialism, creativity, attractiveness, and outstandingness. Structural equation modeling in Study 2 supports the role of customers’ perceived brand personality in the formation of brand loyalty, leading to brand love. Finally, brand anthropomorphism moderated the influence of brand personality on brand loyalty.

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