Taylor's FSLM Journals
Constructing Loyalty Through Brand Innovativeness in Onlinebooking Services: The Mediating Effect of Online Brand Experience

@ Asia-Pacific Journal of Innovation in Hospitality and Tourism

Online ISSN: 2710-6519

Tran Lan-Anh Phan & Chang Ting-Yueh

Abstract: Owing to the fierce competition in the tourism sector, a growing body of literature has emphasised the importance of brand innovativeness on customer behaviours to gain a competitive advantage. Drawing upon the Stimulus-Organism-Response framework and Signaling theory, a proposed mediation model aims to enrich extant knowledge by stressing the influence of brand innovativeness on brand loyalty through individual dimensions of online brand experience in the context of online booking. Through an online self-administered survey, we obtained data from 315 Vietnamese respondents to evaluate Structural Equation Modeling using AMOS ver 24. The results indicate that sensory, affective, and behavioral experiences are the most dominant factors in the formation of brand loyalty, respectively. In addition, the findings reveal the full mediating effects of online brand experience dimensions on the relationship between brand innovativeness and brand loyalty. In light of this, our study provides several theoretical and practical implications.

Keywords: Online brand experience, brand innovativeness, signaling theory, mobile booking applications, the Stimulus-Organism-Response (SOR) model, online consumer behavior