Drawing on value co-creation theory, this study proposes a novel model that incorporates the hotel brand type and star rating into the “customer participation—customer brand engagement—brand preference” model to explore their impacts on the formation of customer brand preferences. Data collected from 330 hotel patrons were analyzed to test the proposed model. The results suggest that customer participation positively affected three dimensions of brand engagement, viz., cognitive engagement, affective engagement, and behavioral engagement, which in turn positively influenced brand preference. Contrary to expectation, hotel brand type and star rating weakened the relationships between affective engagement and brand preference. This study enriches the discussion on the determinants of brand preference and describes its formation path. Implications, as well as future research opportunities, are offered.

中文翻译：

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顾客参与对品牌偏好的影响：酒店品牌类型和星级重要吗？


本研究借鉴价值共创理论，提出了一种新颖的模型，将酒店品牌类型和星级评级纳入“顾客参与—顾客品牌参与—品牌偏好”模型，探讨其对顾客品牌偏好形成的影响。对从 330 名酒店顾客收集的数据进行了分析，以测试所提出的模型。结果表明，顾客参与对品牌参与度的三个维度，即认知参与度、情感参与度和行为参与度产生积极影响，进而对品牌偏好产生积极影响。与预期相反，酒店品牌类型和星级评级削弱了情感参与和品牌偏好之间的关系。本研究丰富了对品牌偏好决定因素的讨论，并描述了其形成路径。提供了启示以及未来的研究机会。