Descriptive statistics of the items brand attachment, brand experience and WOM
| Item | Scale | Mean | SD |
|---|---|---|---|
| I feel attached to this hotel | Jiménez and Voss (2014) | 4.09 | 1.931 |
| I feel emotionally connected to this hotel | Jiménez and Voss (2014) | 4.20 | 1.926 |
| I feel affection for this hotel | Jiménez and Voss (2014) | 4.86 | 1.857 |
| The location of this hotel brand stimulates my senses | Khan and Rahman (2017) | 5.30 | 1.707 |
| I find location of this hotel brand appealing | Khan and Rahman (2017) | 5.77 | 1.458 |
| The location of this hotel brand is convenient that makes me feel relaxed | Khan and Rahman (2017) | 5.86 | 1.356 |
| This hotel brand has attractive architectural design | Khan and Rahman (2017) | 5.18 | 1.568 |
| Ambience of this hotel brand is very relaxing to me | Khan and Rahman (2017) | 5.96 | 1.228 |
| The decor of this hotel brand is pleasing | Khan and Rahman (2017) | 5.78 | 1.216 |
| The staff of this hotel brand is helpful and friendly that brings out emotions | Khan and Rahman (2017) | 6.21 | 1.096 |
| Appearance of this hotel brand staff is impressive | Khan and Rahman (2017) | 4.62 | 1.752 |
| The way in which the staff of this hotel brand serves is admirable | Khan and Rahman (2017) | 5.94 | 1.218 |
| I feel good at this hotel brand because of the staff personnel’s attentiveness | Khan and Rahman (2017) | 5.99 | 1.171 |
| The website of this hotel brand provides accurate results | Khan and Rahman (2017) | 4.86 | 1.716 |
| I find online reviews of this hotel brand informative | Khan and Rahman (2017) | 4.96 | 1.840 |
| The presence of this hotel brand on social media appeals to my visuals | Khan and Rahman (2017) | 4.78 | 1.908 |
| To what degree would you tell your friend/family member about your hotel brand experience? | Khan and Rahman (2017) | 5.71 | 1.504 |
| To what degree would you recommend this hotel brand to a close friend? | Khan and Rahman (2017) | 5.34 | 1.883 |
| To what degree would you tell others positive things about this hotel brand? | Khan and Rahman (2017) | 5.93 | 1.417 |
| Item | Scale | Mean | SD |
|---|---|---|---|
| I feel attached to this hotel | 4.09 | 1.931 | |
| I feel emotionally connected to this hotel | 4.20 | 1.926 | |
| I feel affection for this hotel | 4.86 | 1.857 | |
| The location of this hotel brand stimulates my senses | 5.30 | 1.707 | |
| I find location of this hotel brand appealing | 5.77 | 1.458 | |
| The location of this hotel brand is convenient that makes me feel relaxed | 5.86 | 1.356 | |
| This hotel brand has attractive architectural design | 5.18 | 1.568 | |
| Ambience of this hotel brand is very relaxing to me | 5.96 | 1.228 | |
| The decor of this hotel brand is pleasing | 5.78 | 1.216 | |
| The staff of this hotel brand is helpful and friendly that brings out emotions | 6.21 | 1.096 | |
| Appearance of this hotel brand staff is impressive | 4.62 | 1.752 | |
| The way in which the staff of this hotel brand serves is admirable | 5.94 | 1.218 | |
| I feel good at this hotel brand because of the staff personnel’s attentiveness | 5.99 | 1.171 | |
| The website of this hotel brand provides accurate results | 4.86 | 1.716 | |
| I find online reviews of this hotel brand informative | 4.96 | 1.840 | |
| The presence of this hotel brand on social media appeals to my visuals | 4.78 | 1.908 | |
| To what degree would you tell your friend/family member about your hotel brand experience? | 5.71 | 1.504 | |
| To what degree would you recommend this hotel brand to a close friend? | 5.34 | 1.883 | |
| To what degree would you tell others positive things about this hotel brand? | 5.93 | 1.417 |
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