Projects
Here's a little more info about some of the projects I've been a part of. I've been really hands-on and involved in each one. It's been great to be a part of so many cool things!
Brand Coolness
Lead Researcher
This project carried out 3 studies using the survey and experimental research design and sent out online questionnaires through Qualtrics.com. We used CFA and SEM techniques, analyzed the data to examine the relationship between brand coolness, brand personality, brand identity, and buying intentions. The findings suggest that brand coolness is a distinct concept from brand identity, and has a significant impact on understanding brand identity and its impact on buying intentions. The article has significant theoretical and practical implications.
Hotel Website Interaction
Co-Author
This study looked at how hotel website features, like the number of photos and description length, affect customer emotions and booking decisions. We surveyed 572 people and found that having more photos increases enjoyment, but long descriptions can cause stress. The way people process information also plays a role. The results suggest that hotels should be mindful of their website design to improve booking intentions.
Winery Architectural Congruence
Co-Author
In this project, we studied how visitors feel about a postmodernist hotel in Spain's oldest winery. We used the delight model to look at the impact of how well the hotel fits with the local landscape, visitors' self-image, and the winery's brand image on visitors' emotions and actions. We collected data from travelers and analyzed it using structural equation modeling. Our results show that a good fit between the hotel, the local area, and the winery's brand image makes visitors feel good and excited. On the other hand, a good fit with visitors' self-image only makes them feel excited. When visitors feel excited and good, they are more likely to take action. We discuss the implications of our findings.
