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Relationships Among Image Congruence, Consumption Emotions, and Customer Loyalty in the Lodging Industry

Kansas State University, heesup.han{at}gmail.com

Ki-Joon Back

University of Houston, kback{at}uh.edu

The authors investigated the relationship between image congruence and consumption emotions and the possible influence of this relationship on customer loyalty in the lodging industry. Overall fit of the proposed model and research hypotheses were tested using structural equation modeling. The results showed that their model, which links image congruence, consumption emotions, and customer loyalty, was generally supported, whereas the linkage between social image congruence and consumption emotions was not significant. Findings in this study integrate recent work of image congruence into the growing body of research on the role of consumption emotions in forming customer loyalty in the lodging industry.

Key Words: social/ideal social image congruence • positive/negative consumption emotions • customer loyalty • lodging industry

This version was published on November 1, 2008

Journal of Hospitality & Tourism Research, Vol. 32, No. 4, 467-490 (2008)
DOI: 10.1177/1096348008321666


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