집합적 자존감이 브랜드 러브를 매개로 충성도에 미치는 영향: 호텔 멤버십유형에 따른 집단 비교

Purpose: This study investigates how collective self-esteem affects brand loyalty through brand love within hotel membership programs. Based on social identity theory, the study views hotel memberships as social platforms that enhance members’ sense of group-based self-worth, which strengthens emotional attachment to the brand and encourages loyal behaviors. Research design, data, and methodology: A survey was conducted among 380 members (190 paid, 190 free) of two hotel membership programs in South Korea. Using SmartPLS 4.1, structural equation modeling (SEM) was applied to examine the direct and indirect effects of collective self-esteem on brand loyalty via brand love. Additionally, a multigroup analysis (PLS- MGA) was conducted to assess the moderating role of membership type. Result: The results confirmed that collective self-esteem significantly influences both brand love and brand loyalty. Brand love also partially mediates the relationship between collective self- esteem and brand loyalty. Furthermore, the mediating effect of brand love was found to be significantly stronger among paid members than free members, indicating a moderating effect of membership type. These findings offer theoretical contributions to hospitality marketing and provide practical insights for designing emotionally resonant membership strategies tailored to distinct customer segments.