Online branding: Development of hotel branding through interactivity theory
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- 作者：Albert A. Barredaa ; AlbertBarreda@MissouriState.edu" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Anil Bilgihanb ; Abilgihan@fau.edu" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Khaldoon Nusairc ; Knusair@squ.edu.om" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Fevzi Okumusd ; Fevzi.Okumus@ucf.edu" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae
- 关键词：Brand knowledge ; Brand awareness ; Brand image ; Brand value ; Online branding ; Website interactivity
- 刊名：Tourism Management
- 出版年：2016
- 出版时间：December 2016
- 年：2016
- 卷：57
- 期：Complete
- 页码：180-192
- 全文大小：786 K
文摘
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Website interactivity (WI) is an online branding tool.
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WI positively influences brand image and brand awareness.
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When customers have solid brand knowledge, they are more likely to perceive the brand as valuable.
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Two-way communication and user control positively impact the dimensions of brand knowledge.