Key points are not available for this paper at this time.
Generation Y has shown a strong preference for and emotional connection to lifestyle brands. The increasing population and purchasing power of generation Y have increased the importance of lifestyle hotel branding. However, studies of this influential consumer group in the hospitality literature are limited. Therefore, this study of the characteristics of generation Y under the theoretical foundation of social identity theory proposed and examined antecedents and outcomes of brand love. The study sample included 310 guests at the JJ-W Hotel, a famous lifestyle hotel in Tainan City, Taiwan. The analytical results showed that brand love for lifestyle hotels among generation Y could be improved through novelty perception, hedonism, and brand reputation. Meanwhile, the strong brand love among generation Y guests results in a high revisit intention and positive word-of-mouth for the loved lifestyle hotel brand.
Liu et al. (2017) studied this question.