2021
DOI: 10.1177/19389655211017449
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The Loyalty Program for Our Self-Esteem: The Role of Collective Self-Esteem in Luxury Hotel Membership Programs

Abstract: This research explores the social mechanism of luxury hotel membership programs and extends current loyalty program literature that has mainly examined membership programs from a mental-accounting perspective. By building upon the social identity theory, this study posits that luxury hotel membership programs provide social platforms, allowing members to construct a collective identity and collective self-esteem. Consequently, collective self-esteem is proposed as an antecedent of customer–brand relationship c… Show more

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Cited by 11 publications
(6 citation statements)
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“…Influence is a sense that the community denotes its enthusiasts or supporters (McMillan and Chavis, 1986) and implies the confidence of members to persuade the group in various ways (Rosenbaum et al , 2005). Influence is raised when the feeling of belonging results from social identity, causing emotional significance attached to the feeling of being a member (Shin et al , 2021). This feeling results from a person feeling part of a group and provides a sense of emotional safety (McMillan, 1996; Söderlund, 2019).…”
Section: Theoretical Framework and Hypotheses Developmentmentioning
confidence: 99%
See 1 more Smart Citation
“…Influence is a sense that the community denotes its enthusiasts or supporters (McMillan and Chavis, 1986) and implies the confidence of members to persuade the group in various ways (Rosenbaum et al , 2005). Influence is raised when the feeling of belonging results from social identity, causing emotional significance attached to the feeling of being a member (Shin et al , 2021). This feeling results from a person feeling part of a group and provides a sense of emotional safety (McMillan, 1996; Söderlund, 2019).…”
Section: Theoretical Framework and Hypotheses Developmentmentioning
confidence: 99%
“…The basis for this argument is that, although their culture and country are different, Muslims share the same faith and values as other Muslims (Amin et al , 2022; Muflih, 2021). This shared faith and value makes people feel they belong to a community (Shin et al , 2021), that is, the Muslim community. This feeling of belongingness shapes a person's cohesion with the community, subsequently impacting their behaviour towards the community (Guachalla, 2022; Söderlund, 2019).…”
Section: Introductionmentioning
confidence: 99%
“…This is a sign or indication of the extent to which customers are willing to sustainably maintain an extended relationship with the brand, make repeat purchases, and even recommend the brand to others. Self-Esteem is a psychological aspect of marketing that has a significant correlation to Brand Loyalty (Nandy et al, 2023); (Chang et al, 2023); (Shin et al, 2022). The hypothesis from these findings is: H4: There is a positive influence on Self-Esteem on Brand Loyalty Mahothan et al, (2022) conducted research related to the correlation of brand love and brand loyalty.…”
Section: H3: There Is a Positive Influence On Brand Love On Susceptib...mentioning
confidence: 99%
“…Firms face a new reality in which brands are co-created with customers (Borges-Tiago et al , 2021) in spaces with wider power. This scenario challenges firms to enhance their firm–customer relationships and target increasing customer loyalty (Shin et al , 2020; Shin et al , 2021).…”
Section: Literature Reviewmentioning
confidence: 99%
“…Loyalty schemes and incentives are widely used in the hospitality industry to pursue loyalty strategies and stimulate customer frequency and retention (Koo et al , 2020; Shin et al , 2021). Hotels use LPs to collect customer data and reward clients based on their expenditures and frequency.…”
Section: Literature Reviewmentioning
confidence: 99%