East meets middle east: Unpacking cultural drivers of masstige brand experience in the hospitality sector

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-05-30 DOI:10.1016/j.ijhm.2025.104296

Rehan Husain

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引用次数: 0

Abstract

The dynamic nature of global consumer behaviour has positioned masstige brands as vital players in contemporary markets, warranting rigorous examination. This research advances our understanding of the interplay between culture and consumer interactions with masstige brands, particularly within the hospitality sector. By employing expectancy value theory, the study elucidates the roles of brand identification, engagement, prestige, and trust in shaping consumer experiences. Utilising structural equation modelling across two culturally distinct contexts (N = 953), demonstrating the relative importance of brand identification and trust in India (Study 1) and the significance of prestige and engagement in the United Arab Emirates (Study 2). The findings suggest the moderation of culture in shaping the masstige brand experience in the hospitality sector in both countries. This study contributes to the masstige literature from the lens of the hospitality sector and offers various practical implications for brand managers.

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东方遇见中东：解读酒店行业大众品牌体验的文化驱动因素

全球消费者行为的动态特性使大众品牌成为当代市场的重要参与者，有必要进行严格的审查。这项研究促进了我们对文化和消费者与大众品牌互动之间相互作用的理解，特别是在酒店业。通过运用期望值理论，本研究阐明了品牌识别、参与、声望和信任在塑造消费者体验中的作用。利用结构方程模型在两种不同的文化背景下（N = 953），展示了品牌识别和信任在印度的相对重要性（研究1）和声望和参与在阿拉伯联合酋长国的重要性（研究2）。研究结果表明，文化在塑造两国酒店行业的大众品牌体验方面具有适度作用。本研究从酒店业的角度对大量文献做出了贡献，并为品牌管理者提供了各种实际意义。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.