Turning Your Customers into Brand Evangelists: Evidence from Cruise Travelers

ABSTRACT

This study suggests that building long-term relationships between a cruise brand and its passengers through brand experience is more important than the standard offerings. This study applies the framework of consumer–brand relationship on brand evangelism and incorporates a relatively new approach on consumer referral behavior: (1) the effect of brand experience on the creation of brand attachment and brand distinctiveness and (2) the influence of attachment and distinctiveness on cruise travelers’ positive and oppositional referral intentions. The findings provide a foundation for effective marketing strategies and help brand marketers better predict company benefits through the creation of enthusiastic consumer groups.

KEYWORDS:

• Brand experience
• brand attachment
• brand distinctiveness
• brand evangelism
• referral intentions
• cruise industry

Additional information

Funding

This research was supported by the University of Central Florida.