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dc.contributor.authorMody, Makaranden_US
dc.contributor.authorHanks, L.en_US
dc.coverage.spatialBostonen_US
dc.date2017-09-25
dc.date.accessioned2018-01-25T15:18:53Z
dc.date.available2018-01-25T15:18:53Z
dc.date.issued2017-09-25
dc.identifier.citationM Mody, L Hanks. "Consumption authenticity in the age of the sharing economy: The key to creating loyal customers who love your brand." Boston University Consumer Behavior in Hospitality Research Conference. Boston,
dc.identifier.urihttps://hdl.handle.net/2144/26399
dc.description.abstractAirbnb continues to gain popularity as an accommodation alternative to hotels, with the authenticity of the consumption experience being a critical differentiating factor. However, the hospitality literature has not fully explored whether and how brands in the sharing economy as well as traditional hotel brands are facilitating authentictravel experiences and the impact of these experiences on brand love and brand loyalty. The purpose of this study is twofold. First, we develop a model of consumption authenticity in the accommodations industry and identify, operationalize, and measure its components. Second, we examine the impact of consumption authenticity on brand love and brand loyalty in both hotels and Airbnb accommodations. By surveying 1,256 American participants recruited from Amazon Mechanical Turk, we found that Airbnb leverages brand, existential, and intra-personal consumption authenticity in creating brand-loving and brand-loyal customers, while hotels utilize only brand authenticity. Implications for theory and practice are discussed, and areas of future research are identified.en_US
dc.subjectAirbnben_US
dc.subjectConsumption authenticityen_US
dc.subjectBrand loveen_US
dc.subjectBrand loyaltyen_US
dc.subjectSharing economyen_US
dc.titleConsumption authenticity in the age of the sharing economy: The key to creating loyal customers who love your branden_US
dc.typeConference materialsen_US
dc.identifier.doi10.1177/0047287519826233
pubs.elements-sourcemanual-entryen_US
pubs.notesEmbargo: Not knownen_US
pubs.organisational-groupBoston Universityen_US
pubs.organisational-groupBoston University, School of Hospitality Administrationen_US
pubs.publication-statusAccepteden_US
dc.identifier.orcid0000-0001-5775-5293 (Mody, M)


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