Investigating the roles of hotel brand relationship norms in generating relationship satisfaction and commitment

Purpose: This paper aims to investigate how consumers’ satisfaction and commitment towards hotel brands can be impacted by the consumers’ prevailing brand relationship norms. Design/methodology/approach: Data were collected through experimental design and analysed using MANCOVA, structural equation modelling and Preacher and Hayes’ (2008) techniques. Findings: The study findings indicate that the egoistic norms positively impact brand attachment styles/orientations, and the attachment orientations in turn negatively impact hotel brand satisfaction and commitment through the mediation of brand trust. Findings also reveal that altruistic norms have no significant impact on the attachment styles, but altruism impacts brand trust positively, which in turn positively impacts satisfaction and commitment. Originality/value: This research adds value by examining how different consumer–brand association norms differently impact final brand satisfaction and commitment outcomes through creating healthy versus detrimental consumer–brand attachments.