Bridging the gap between branding and sustainability by fostering brand credibility and brand attachment in travellers’ hotel choice

• Main Authors: Rosli, Nadzirah, Che Ha, Norbani, Ghazali, Ezlika Mohd
• Format: Article
• Published: Emerald 2019
• Subjects: BP Islam. Bahaism. Theosophy, etc; HF Commerce
• Online Access: http://eprints.um.edu.my/23630/; https://doi.org/10.1108/BL-03-2019-0078

Purpose: This paper aims to investigate the effects of hotels’ brand attributes on consumers’ (patrons’ and guests’) by fostering brand credibility and brand attachment towards the propensity of word-of-mouth. The study uses the signaling theory to assess the relationships among the constructs. Desi...