Analyzing on the Antecedents of Resilience to Negative Information: The Mediating Role of Customer–brand Identification in the Hotel Industry

Document Type : Original Article

Authors

1 Assistant Professor, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

2 Professor of Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.

3 Ph.D. Candidate in Business Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran

Abstract

Resilience to negative information can be viewed as extra-role behavior. Extra-role behaviors occur when consumers benefit a brand without thinking purely of their own self-interest. ‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌Resilience to negative information is likely to reinforce purchase intentions. The main purpose of the present research is to present Analyzing on The Antecedents of Resilience to Negative information on the mediating role of customer–brand identification in the hotel industry. This research, in terms of purpose, is functional and based on data collection, which is a descriptive survey. The required data of this study were collected by a simple random sampling method from all guests of 5-star ‌‌‌‌hotels in Tabriz (Pars Hotel, Shahryar, and Kaya) and 267 people were collected. The questionnaire-based on the Likert spectrum was used in order to collect information and structural equation ‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌modeling was used to analyze the data. Findings showed that the Brand social benefits, Customer-to-customer similarity, and memorable brand experiences have a positive and significant effect on Customer-brand identification. In other words, Customer-brand identification has a positive and significant effect on the resilience of customers to negative information. Finally, gender moderates the effect of Customer-brand identification on resilience to negative information.

Keywords


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