The Impact of Perceived Brand Localness on the Booking Intentions of Consumers in Acquired Hotels
DOI:
https://doi.org/10.54097/c6m1y525Keywords:
Perceived Brand Localness, Booking Intention, Cross-border AcquisitionAbstract
This study adopts a mixed-methods approach, focusing on twelve hotel brands acquired by Chinese companies. Grounded in the consumer-based brand equity model, it examines how perceived brand localness influences consumers’ booking intentions through the mediating roles of brand image, brand emotions, brand identification, and brand credibility. Qualitative findings suggest that the acquired hotel brands have undergone localization to better align with the preferences of Chinese consumers. Quantitative results reveal that perceived brand localness positively affects brand image, brand emotions, and brand credibility, which in turn enhance booking intentions. Theoretical and practical implications of the findings are also discussed.
Downloads
References
[1] O'Neill, J. W., Mattila, A. S., & Xiao, Q. (2006). Hotel guest satisfaction and brand performance: The effect of franchising strategy. Journal of Quality Assurance in Hospitality & Tourism, 7(3), 25-39.
[2] Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of marketing, 54(1), 27-41.
[3] Chu, J. (2013). Quantifying nation equity with sales data: A structural approach. International Journal of Research in Marketing, 30(1), 19-35.
[4] Chu, Y., Chu, J., & Liu, H. (2021). The impact of mergers and acquisitions on brand equity: A structural analysis. International Journal of Research in Marketing, 38(3), 615-638.
[5] Huang, Z. J., & Cai, L. A. (2015). Modeling consumer-based brand equity for multinational hotel brands–When hosts become guests. Tourism Management, 46, 431-443.
[6] Stahl, F., Heitmann, M., Lehmann, D. R., & Neslin, S. A. (2012). The impact of brand equity on customer acquisition, retention, and profit margin. Journal of marketing, 76(4), 44-63.
[7] O'Cass, A., & Weerawardena, J. (2010). The effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performance. Industrial Marketing Management, 39(4), 571-581.
[8] Tingchi Liu, M., Anthony Wong, I., Shi, G., Chu, R., & L. Brock, J. (2014). The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of Services Marketing, 28(3), 181-194.
[9] Lu, A. C. C., Gursoy, D., & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36-45.
[10] Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84-93.
[11] Liu, M. T., Wong, I. A., Tseng, T.-H., Chang, A. W.-Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192-202.
[12] Singal, M. (2015). How is the hospitality and tourism industry different? An empirical test of some structural characteristics. International Journal of Hospitality Management, 47, 116-119.
[13] Schuiling, I., & Kapferer, J.-N. (2004). Executive insights: real differences between local and international brands: strategic implications for international marketers. Journal of international marketing, 12(4), 97-112.
[14] Dimofte, C. V., Johansson, J. K., & Ronkainen, I. A. (2008). Cognitive and affective reactions of US consumers to global brands. Journal of international marketing, 16(4), 113-135.
[15] Özsomer, A. (2012). The interplay between global and local brands: A closer look at perceived brand globalness and local iconness. Journal of international marketing, 20(2), 72-95.
[16] Xie, Y., Batra, R., & Peng, S. (2015). An extended model of preference formation between global and local brands: The roles of identity expressiveness, trust, and affect. Journal of international marketing, 23(1), 50-71.
[17] Liu, W., Guillet, B. D., Xiao, Q., & Law, R. (2014). Globalization or localization of consumer preferences: The case of hotel room booking. Tourism Management, 41, 148-157.
[18] Chen, L. (2023). Behind the Radisson explosion, what happened to the foreign hotel brands that were acquired. . Retrieved September 15 from https://baijiahao. baidu.com/ s? id=1771905157513362364&wfr=spider&for=pc
[19] Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
[20] Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review, 6, 1-16.
[21] Keller, K. L. (2001). Building customer-based brand equity: A blue print for creating strong brands.
[22] Çınar, K. (2020). Customer based brand equity models in hotel industry: A literature review. Strategic Innovative Marketing and Tourism: 8th ICSIMAT, Northern Aegean, Greece, 2019, 281-288.
[23] Hsu, C. H., Oh, H., & Assaf, A. G. (2012). A customer-based brand equity model for upscale hotels. Journal of Travel Research, 51(1), 81-93.
[24] Shen, H., Yuan, Y., Zhang, Q., & Zhao, J. (2014). An empirical study of customer-based brand equity model for China economy hotels. Journal of China Tourism Research, 10(1), 21-34.
[25] Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124.
[26] Kim, W. G., Jin-Sun, B., & Kim, H. J. (2008). Multidimensional customer-based brand equity and its consequences in midpriced hotels. Journal of Hospitality & Tourism Research, 32(2), 235-254.
[27] Bailey, R., & Ball, S. (2006). An exploration of the meanings of hotel brand equity. The Service Industries Journal, 26(1), 15-38.
[28] Kayaman, R., & Arasli, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality: An International Journal, 17(1), 92-109.
[29] Swoboda, B., Pennemann, K., & Taube, M. (2012). The effects of perceived brand globalness and perceived brand localness in China: Empirical evidence on Western, Asian, and domestic retailers. Journal of international marketing, 20(4), 72-95.
[30] Halkias, G., Davvetas, V., & Diamantopoulos, A. (2016). The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference. Journal of Business Research, 69(9), 3621-3628.
[31] Sichtmann, C., Davvetas, V., & Diamantopoulos, A. (2019). The relational value of perceived brand globalness and localness. Journal of Business Research, 104, 597-613.
[32] So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Management, 34, 31-41.
[33] Chiang, C.-F., & Jang, S. S. (2007). The effects of perceived price and brand image on value and purchase intention: Leisure travelers' attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49-69.
[34] Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu, K.-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218.
[35] El-Said, O. A. (2020). Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price. Tourism Management Perspectives, 33, 100604.
[36] Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61.
[37] Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41, 234-252.
[38] Kuenzel, S., & Vaux Halliday, S. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management, 17(5), 293-304.
[39] McGowan, M., Shiu, E., & Hassan, L. M. (2017). The influence of social identity on value perceptions and intention. Journal of consumer behaviour, 16(3), 242-253.
[40] Torres, P. R., Godinho, P., & Augusto, M. B. (2017). The role of brand experience, brand resonance and brand trust in luxury purchase intention. Journal of Business Research, 81, 43–53.
[41] Han, B. (2023). The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning. Journal of Product & Brand Management, 32(4), 632-644.
[42] Zhang, Y., & Khare, A. (2009). The impact of accessible identities on the evaluation of global versus local products. Journal of Consumer Research, 36(3), 524-537.
[43] Fazli-Salehi, R., Torres, I. M., Madadi, R., & Zúniga, M. Á. (2021). The role of self-construal and competitiveness in consumers’ self-brand connection with domestic vs. Foreign brands. Journal of International Consumer Marketing, 33(3), 319-337.
[44] Spanjaard, D., & Freeman, L. (2012). The hidden agenda: emotions in grocery shopping. The International Review of Retail, Distribution and Consumer Research, 22(5), 439-457.
[45] Su, Y., Fang, L., & Chen, Y. (2018). The origin and development of brand emotion-based on emotional marketing literature review. China Business and Market, 32(6), 53-61.
[46] Wang, X., & Yang, Z. (2010). The effect of brand credibility on consumers’ brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. Journal of global marketing, 23(3), 177-188.
[47] Strizhakova, Y., & Coulter, R. A. (2015). Drivers of local relative to global brand purchases: A contingency approach. Journal of international marketing, 23(1), 1-22.
[48] EM Steenkamp, J.-B., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34, 53-65.
[49] Zhang, F., Xiao, Q., & Lee, S. (2021). What drives cross-border acquisitions of hotel companies based in an emerging economy? A study on Chinese hotel corporations. Journal of Hospitality and Tourism Management, 49, 481-493.
[50] Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64-73.
[51] Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
[52] He, J. (2008). The structure of consumers’ affects in the context of the Chinese culture and their effects on the equity of China’s and foreign brands. Management World, 6, 95-108.
[53] Cuong, D. T. (2020). The role of brand trust as a mediator in the relationship between brand satisfaction and purchase intention. International Journal of Psychosocial Rehabilitation, 24(6), 14726-14735.
[54] Xiong, J., Wang, C., & Zhao, W. (2018). Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer-generated content. Journal of Business Research, 85, 145-156. https://doi.org/ 10. 1016/ j. jbusres.2018.01.005
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Academic Journal of Management and Social Sciences
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
