Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation

IF 4 Q2 BUSINESS

Journal of Marketing Analytics Pub Date : 2024-04-17 DOI:10.1057/s41270-024-00309-y

Mariia Bordian, Irene Gil-Saura, Gloria Berenguer-Contri, María-Eugenia Ruiz-Molina, Antonio Marín-García

引用次数: 0

Abstract

The aim of this paper is to study the impact of sustainable practices and relational innovation on guests’ perception of value co-creation and brand equity. Moreover, the existence of differences in the proposed relationships is analyzed by employing hotel size as a moderator. A sample of 391 hotel guests was collected utilizing a structured questionnaire. The relationships between the variables were examined using structural equation modeling. The results revealed the boosting effect of sustainable practices and relational innovation on value co-creation. In addition, it can be observed how value co-creation and brand equity enhance guests’ response to revisit intention.

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可持续实践和关系创新对价值共创和品牌资产的助推效应：酒店规模调节的结果

本文旨在研究可持续实践和关系创新对客人价值共创感和品牌资产的影响。此外，本文还采用酒店规模作为调节因素，分析了拟议关系中存在的差异。通过结构化问卷收集了 391 位酒店客人的样本。使用结构方程模型检验了变量之间的关系。结果显示，可持续实践和关系创新对价值共创具有促进作用。此外，还可以观察到价值共创和品牌资产如何增强客人的重游意向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Analytics BUSINESS-

CiteScore

5.40

自引率

16.70%

发文量

期刊介绍： Data has become the new ore in today’s knowledge economy. However, merely storing and reporting are not enough to thrive in today’s increasingly competitive markets. What is called for is the ability to make sense of all these oceans of data, and to apply those insights to the way companies approach their markets, adjust to changing market conditions, and respond to new competitors. Marketing analytics lies at the heart of this contemporary wave of data driven decision-making. Companies can no longer survive when they rely on gut instinct to make decisions. Strategic leverage of data is one of the few remaining sources of sustainable competitive advantage. New products can be copied faster than ever before. Staff are becoming less loyal as well as more mobile, and business centers themselves are moving across the globe in a world that is getting flatter and flatter. The Journal of Marketing Analytics brings together applied research and practice papers in this blossoming field. A unique blend of applied academic research, combined with insights from commercial best practices makes the Journal of Marketing Analytics a perfect companion for academics and practitioners alike. Academics can stay in touch with the latest developments in this field. Marketing analytics professionals can read about the latest trends, and cutting edge academic research in this discipline. The Journal of Marketing Analytics will feature applied research papers on topics like targeting, segmentation, big data, customer loyalty and lifecycle management, cross-selling, CRM, data quality management, multi-channel marketing, and marketing strategy. The Journal of Marketing Analytics aims to combine the rigor of carefully controlled scientific research methods with applicability of real world case studies. Our double blind review process ensures that papers are selected on their content and merits alone, selecting the best possible papers in this field.