Publication:
Examining the Role of Satisfaction and Brand Love in Generating Behavioral Intention

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dc.contributor.authorShen, Ye (Sandy)
dc.contributor.authorHuang, Shuyue
dc.contributor.authorChoi, Hwan-Suk Chris
dc.contributor.authorJoppe, Marion
dc.contributor.departmentUniversity of Guelph
dc.contributor.departmentUniversity of Guelph
dc.contributor.departmentUniversity of Guelph
dc.contributor.departmentUniversity of Guelph
dc.date2023-09-23T15:07:05.000
dc.date.accessioned2024-04-26T21:36:17Z
dc.date.available2024-04-26T21:36:17Z
dc.date.issued2016-09-28
dc.description.abstractBehavioral intention has attracted much attention from both the industry and academia. As it is equated with customers' conative loyalty, investigating behavioral intention can give implications for tourism businesses on how to raise consumers’ loyalty and thus lead to profitable development. To have a better understanding of the antecedents of behavioral intention, this study conducted 350 surveys and used structural equation modeling to test the relationships among perceived value, satisfaction, brand love, and behavioral intention. This study found that satisfaction and brand love have similar effects on intention to recommend while the effects of brand love on intention to revisit are much greater than that of satisfaction. Additionally, this study confirmed that perceived value can be used as a predictor of satisfaction and brand love.
dc.identifier.urihttps://hdl.handle.net/20.500.14394/49658
dc.relation.urlhttps://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1005&context=ttracanada_2016_conference&unstamped=1
dc.source.statuspublished
dc.subjectperceived value
dc.subjectbrand love
dc.subjectsatisfaction
dc.subjectintention to recommend
dc.subjectintention to revisit
dc.subjectTourism and Travel
dc.titleExamining the Role of Satisfaction and Brand Love in Generating Behavioral Intention
dc.typerefereed_academic
dc.typearticle
digcom.contributor.authorisAuthorOfPublication|email:yshen04@uoguelph.ca|institution:University of Guelph|Shen, Ye (Sandy)
digcom.contributor.authorHuang, Shuyue
digcom.contributor.authorChoi, Hwan-Suk Chris
digcom.contributor.authorJoppe, Marion
digcom.identifierttracanada_2016_conference/28
digcom.identifier.contextkey8635513
digcom.identifier.submissionpathttracanada_2016_conference/28
dspace.entity.typePublication
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TTRA Canada 2016 Conference