..., this study extends the existing brand crisis communication literature by demonstrating how consumers respond to a rumor and the effectiveness of different corporate rumor response strategies. Brand Equity Social Media Response Strategy Brand Rumor A scenario-based experimental design...

... including: travelling through one’s own room; virtual travels from the room via electronic media; the hotel room as a reconstruction of the intimate sphere; the return to, and transformation of, one’s own room; and the accumulation of souvenirs. The tabulated findings are linked to hotel guests’ in-room...