Antecedents and consequences of customer brand engagement in integrated resorts

The present study identifies the key antecedents and outcomes of customer brand engagement in the integrated resort context using a mixed method. A qualitative study reveals that integrated resort brand experience is multidimensional, and varying effects on brand engagement is found from a quantitative study. In particular, sensory and affective experiences all positively influence cognitive engagement. In addition, behavioral experience influences behavioral engagement, whereas intellectual brand experience positively affects cognitive and behavioral engagements with the integrated resort brand. Furthermore, the results show that brand engagements positively influence customers' behavioral intention in the future. Hypotheses were also tested by employing multi-group structural equation modeling. Male, low-education, and low-income level customers placed more importance on sensory brand experience than female, high-education, and high-income level customers. The findings of this study can provide academicians and practitioners a guide to improve customer engagement and loyalty toward an integrated resort brand.