Tsaur, Sheng-Hshiung; Hsu, Fu-Sung; Ching, Hsiao-Wei - In: Journal of Hospitality and Tourism Insights (2021)
Purpose: The purposes of this study were to explore the moderating effect of consumer affinity on brand personality and consumers' intention to stay in a hotel, as well as on self-congruity and consumers' intention to stay in a hotel. ...