Branding Through Visitors: How Cultural Differences Affect Brand Co-Creation in Independent Hotels in Iran

Abstract

This study examines the interrelationship of moral judgment, self-brand connection, customer brand engagement, eWOM and how brand co-creation occur in independent hotels and contrasts visitors’ perspectives between two different GLOBE clusters in independent hotels. Furthermore, this study also examines the moderating impact of Privacy Concern on the relationship between eWOM and Brand Co-Creation. Our findings indicate that there is a positive effect of eWOM on Brand Co-Creation in both clusters. Moreover,-there-are-some-major-differences-between-the constructs among-two-groups-which require further-investigations.-For example, the impact of moral judgment on customer brand-engagement, as-well as customer brand engagement on eWOM and brand co-creation provided different results among two clusters.