Serial mediation of perceived quality and customer engagement on brand image and online purchase intention of premium hotels in China-a conceptual paper / Wong Chee Hoo, Liu Xioayan and Kumarashvari Subramaniam

• Main Authors: Chee Hoo, Wong, Xioayan, Liu, Subramaniam, Kumarashvari
• Format: Book Section
• Language: English
• Published: Center for Islamic Philanthropy and Social Finance (CIPSF) 2021
• Subjects: Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction
• Online Access: https://ir.uitm.edu.my/id/eprint/52132/1/52132.pdf; https://ir.uitm.edu.my/id/eprint/52132/; https://www.acbess2021.com/
• Institution: Universiti Teknologi Mara

Brand image, customer engagement, and perceived quality are key variables influencing customer behaviours in premium hotels online booking. Brand image as a cognitive perspective drives customer behaviours to an online website. Premium hotels always have a clear position and unique brand image, but...