Generation Y’s revisit intention and price premium for lifestyle hotels: brand love as the mediator

ABSTRACT

Although hotel firms have been creating lifestyle brands with generation Y as the intended target market, existing literature rarely discusses how generation Y establish relationships with these brands. Therefore, this study examined the mediating role of brand love in sustaining effects of novelty and brand identification to revisit intention and price premium. This study collected 315 responses from lifestyle hotel guests. The results proved the effects of novelty and brand identification on improving brand love, and the influences of brand love in enhancing revisit intention and willingness to pay a price premium. Brand love fully mediated the effects of novelty on revisit intention and on price premium but only partially mediated the effects of brand identification on revisit intention and price premium.

KEYWORDS:

• Brand love
• lifestyle hotel
• generation Y
• brand identification
• novelty

Additional information

Funding

The authors thank the Ministry of Science and Technology in Taiwan for financially supporting this research under Contract No. MOST 103-2410-H-018-031.