This book provides a comprehensive overview of consumer-brand relationships (CBR) in tourism and hospitality marketing management, including pre-, during- and post-COVID-19 pandemic. It critically investigates the current debates and questions within the field and includes both theory and practical cases from around the globe. It brings together leading specialists from various disciplinary backgrounds and geographical regions, to offer state-of-the-art theoretical reflections and empirical research on contemporary issues. This book is a reference point for scholars, researchers, academics and students in the field of CBR across disciplines including tourism marketing, hospitality, leisure, festivals, and events.
1. Consumer Brand Relationships in Tourism and Hospitality Research.-
2. Antecedents of Consumer-Brand Relationships: A Comprehensive Literature
Review Approach.- 3. Consequences of Consumer-Brand Relationships: Review of
Ten Major Constructs.- 4. Avatar Manipulation in Metaverse: The Consequences
on Customer-Brand Relationships in Tourism.- 5. Help me Chatbot!: Customer
Brand Relationship in The Context of Tourism Chatbots.- 6. Tourism
Experiences: An Interpretive Approach to Understanding Tourist-Brand
Relationships in Technology-Mediated Tourism Service Environments.- 7. Impact
of Social Media Interaction on Customers Brand Engagement, Emotions,
Word-Of-Mouth, and Brand Relationship Quality in Luxury Hotel Brands.-
8. Social Media Influencer Sustainability Communication and Consumer-Brand
Relationship: An Information Quality Perspective for Sustainable Destination
Brand Marketing.- 9. The Impact of Social Media Influencers on Consumer Brand
Relationship in Tourism.- 10. Tourists Virtual Experiences to Create
Sustainability: A Conceptual Model and Propositions.- 11. Key Conceptual
Propositions to Engage Consumers with The Internet of Things: A Critical
Scrutiny from Consumers Perspective.- 12. The Effect of Tourism Consumers
Psychological Engagement on Consumer-Brand Relationship Strength.-
13. Modeling the Psychological Factors Driving Consumer-Brand Relationship in
Tourism: A TISM and MICMAC Approach.- 14. Investigating the Role of
Destination-Based Brand Authenticity and Brand Love on Tourist-Brand
Interaction, Destination Brand Engagement, and Tourist Behavior.-
15. Configuring the Role of Brand Interactivity, Involvement and Brand
Orientation on Brand Loyalty: Testing of an Integrated Framework in the
Hospitality Sector.- 16. Effect of Brand Relationship Factors on
Satisfaction, Word-Of-Mouth, and Intention to Visit: Exploratory Study in the
Tourism and Lodging Industry.- 17. Assessing the Service Trends, Brand
Co-Creation, Service Brand Innovation, and Customer Brand Relationship in
Tourism.- 18. The Role of Tourists Attitude on Revisit Intention and
Willingness to Support a Destination: Mediating Effect of Destination
Attachment.- 19. From Plate to Post: Exploring The Impact of Foodstagramming
on Greeces Travel Destination Image.- 20. Investigating the Effect of
Social, Cultural, Personal and Demographic Factors on Revisit Intention
Through the Lens of Covid-19.- 21. Effect of Tourists Personality on
Responsible Decision Making During Covid-19 and Beyond.- 22. Developing Brand
Performance Through Eliciting Perceived Brand Relationship Orientation and
Consumer Engagement Value.- 23. Consumer Brand Relationship Research:
Emerging Knowledge Clusters and Future Research Directions.- 24. Mapping the
Intellectual Structure of Destination Loyalty Literature: A Bibliometric
Analysis Approach.- 25. The Role of Green Brand Equity in Enhancing
Sustainable Tourism Practices: A Systematic Literature Review.- 26. Industry
and Innovation Accomplishment through the Relationship Between Destination
Branding and Sustainability: SDG GOAL 9 in the Tourism Sector.-
27. Anti-Consumption and Brand Avoidance in the Airline Industry.-
28. Unveiling Negative Dimensions of Customer-Brand Relationships in Tourism:
A Bibliometric Analysis.- 29. Conclusion: Updating Consumer Brand
Relationships and Scope for Future Research.
Raouf Ahmad Rather is based at Interdisciplinary Research Center for Finance and Digital Economy (IRC-FDE), King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia. He is listed on Standfords Top 2% of Scientists, and his research centers on consumer-brand relationships, consumer engagement, consumer experience, value co-creation, and digital technologies. He has published articles in top tier journals including the Journal of Travel Research, European Journal of Marketing, Journal of Marketing Management, Technological Forecasting and Social Change, Journal of Retailing and Consumer Services, Current Issues in Tourism, among others. He is the Co-Editor of Books including Handbook of Customer Engagement in Tourism Marketing, by Edward Elgar; and Contemporary Approaches Studying Customer Experience in Tourism Research, by Emerald. He presented his work at numerous international conferences, such as Academy of Marketing Science World Marketing Congress (AMSWMC), American Marketing Association (AMA), and Global Conference on Services and Retail Management (GLOSERV). He also serves as Editorial Board Member at Current Issues in Tourism, Journal of Hospitality Marketing & Management, The Service Industries Journal, among others.
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