Brand Equity Formation Among LGBTQ+ Customers: The Role of Brand-Self Identification

Given the importance of building a meaningful brand relationship with target customers, this research focuses on how LGBTQ+ customers develop brand equity in the context of LGBTQ+ friendly hotels. An online survey was created, and 316 LGBTQ+ participants were recruited through a consumer research firm. The research model was tested using structural equation modeling. The findings suggest that brand ethicality and brand uniqueness influence brand-self identification, which in turn affects brand affect and brand trust, consequently increasing brand equity. Furthermore, brand uniqueness has a stronger influence on brand identity for highly reputable LGBTQ+ friendly hotels compared with those that are merely advertised. However, contrary to our prediction, brand ethicality shows a weaker influence on brand identity for highly reputable LGBTQ+ friendly hotels than those that are merely advertised. This research offers valuable insights for both researchers and practitioners on how to build and enhance brand equity among LGBTQ+ customers.