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Using Multivariate Statistics

Cornell hotel and restaurant administration quarterly

This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. We conducted four studies to examine how the symbolic and expressive attributes associated with commercial brands are structured, and determine the degree to which this structure varies across three cultures. Relying on a combined emic-etic approach, we identified indigenous constructs of `brand personality' (Aaker, 1997) in two non-Anglo cultures (Japan and Spain), and compared these dimensions to those previously found in the United States. The results of Studies 1 and 2 revealed a set of brand personality dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studies 3 and 4 extended this set of findings to Spain. Results from these studies also identified brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus non-shared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of the culturally-common and -specific brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting.

Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs

Culture and Interpersonal Communication

This study explores key content and themes from online reviews to explain major service attributes of peer-to-peer (P2P) accommodation sought by guests. The results from lexical analyses indicate that attributes frequently mentioned in guest reviews are associated with location (proximity to point of interest and characteristics of neighborhood), host (service and hospitality), and property (facilities and atmosphere). Reviews focusing on location and feeling welcome are consistently linked with higher rating scores, including accuracy, cleanliness, check-in, communication, value, and overall ratings. This confirms that P2P accommodation appeals to consumers who are driven by experiential and social motivations. Marketing implications are provided.

Identifying salient attributes of peer-to-peer accommodation experience

Hotel attribute performance, eWOM motivations, and media choice

The purpose of this study was to test the structural relationship between hotel brand personality and brand loyalty. Brand loyalty was conceptualized as a three-dimensional construct along a contin...

Hotel brand personality and brand loyalty: an affective, conative and behavioral perspective.

The purpose of this study is to explore the applicability of brand personality in the economy hotel segment and whether hotel brand personality could differentiate between similar hotel brands. Cou...

Differentiating with brand personality in economy hotel segment

This study investigated the career decisions and expectations of culinary graduates and their job-search behaviors using career-oriented resources on campus. Research findings suggest that the availability of the new labor force for entry and mid-level positions appears to be lower than the growth of student enrollment. Additionally, influential factors such as the familiarity and willingness to accept job offers were assessed. The results indicate that culinary graduates do not take full advantage of available career-oriented resources on campus when they search for positions in the industry. Managerial implications are discussed and recommendations for recruiters and higher education institutions are presented for better recruitment.

Exploring Culinary Graduates’ Career Decisions and Expectations

Purpose




The purpose of this study is to explore the tradeoff between person-job (PJ) fit and person-organization (PO) fit by new job seekers across different recruitment stages and the influence on their job choice decisions.




Design/methodology/approach




A time-lapse research design was adopted with data from a survey over a two-year period of college students majoring in hospitality and tourism management at different recruitment stages (i.e. generating applications, maintaining applicant status and making a job choice).




Findings




The results suggest that PJ fit has a stronger influence on job choice decisions than PO fit, and both fit perceptions are consistent across recruitment stages. However, the difference between the two fit perceptions may be affected by direct interactions with recruiters at career fairs and interviews.




Practical implications




When recruiters start interacting with job seekers during the initial stage of the recruitment process, the recruiters are more likely to receive a favorable job choice decision from these potential applicants. Additionally, recruiters should create a positive perception of hiring companies and jobs through career fairs or other face-to-face communications to keep job seekers interested and maintain their applicant status throughout the recruitment stages.




Originality/value




This paper explores important factors that influence job seekers’ job choice decisions throughout the recruitment process with three main stages, which provides a more holistic overview of the transition of job seekers’ fit perceptions of the job and the organization. It also provides empirical support for current understanding of recruitment issues in the hospitality industry.

Chih-Lun (Alan) Yen

Papers

Hotel attribute performance, eWOM motivations, and media choice

Hotel brand personality and brand loyalty: an affective, conative and behavioral perspective.

Differentiating with brand personality in economy hotel segment

Exploring Culinary Graduates’ Career Decisions and Expectations

The tradeoff between fit perceptions across recruitment stages by new job seekers