Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective

Despite the significance of understanding customer behavior in the integrated resort setting, only limited research has been conducted on this topic. Thus, this study aims to identify and assess the antecedents of integrated resort brand loyalty from the perspective of Oliver's cognitive, affective, and conative theory of attitudinal brand loyalty model. . A total of 443 respondents who had experienced integrated resorts participated and completed a survey questionnaire. A positive relationship was observed between two-way communication and brand attitude, emotional exchange and brand attitude, brand partner quality and brand attitude, and brand attitude and behavioral intention toward integrated resort brand. Results revealed the association between cognitive, affective, and conative dimensions and integrated resort brand value. This notion suggests that integrated resort brands carry a high awareness of relationship, and the brand will invoke an emotional value in customers. Therefore, integrated resorts should consider customer-brand relational aspects to achieve long-term success for the integrated resort brand.