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Luxury-cruise travellers’ brand community perception and its consequences

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  • Changsup Shim
  • Seongjin Kang
  • Insin Kim
  • Sunghyup Sean Hyun

Abstract

This study examines the roles of brand community and brand differentiation in the context of the luxury-cruise market. Employing a brand community integration scale, an online survey was conducted with 300 luxury-cruise customers in the USA. The results of structural equation modelling provided six findings as follows: (1) three of the four dimensions of brand community, namely the relationship with the cruise brand, the cruise product, and other cruisers, had positive effects on brand distinctiveness; (2) brand distinctiveness had positive effects on emotional brand attraction; (3) emotional brand attraction had positive effects on active engagement and repurchase intentions; (4) the corporate social responsibility image moderated the link between the relationship with other cruisers and brand distinctiveness; (5) customers’ desire for unique products moderated the relationship between brand distinctiveness and emotional brand attraction; and (6) service-use self-efficacy moderated the relationship between emotional brand attraction and active engagement. The results provide a deeper theoretical and practical understanding of the luxury-cruise market.

Suggested Citation

  • Changsup Shim & Seongjin Kang & Insin Kim & Sunghyup Sean Hyun, 2017. "Luxury-cruise travellers’ brand community perception and its consequences," Current Issues in Tourism, Taylor & Francis Journals, vol. 20(14), pages 1489-1509, October.
    • Handle: RePEc:taf:rcitxx:v:20:y:2017:i:14:p:1489-1509
    DOI: 10.1080/13683500.2015.1033386
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