Abstract

The hospitality industry has experience dramatic changes with the adoption of new technologies in its service delivery process. Improving customer experience is topmost priority when it comes to utilizing new technologies and methods to push a particular brand in market space. Offering superior service in the marketplace has a positive impact on the organization ability to attract and retain customers. Despite the significance of branding in enterprise sustainability, little is known about the antecedents of brand acceptance in a VUCA environment. The business environment in Africa is usually described as volatile, uncertain, complex and ambiguous. To survive such a terrain firms adopts several strategies and mechanism to stay afloat and further beat competitive. To examine how firms survive their battle of brand competition, the study investigated the role of perceived value, social ties and customer engagement in brand acceptance. Data is collect from hospitality firms in French West African Countries. The data acquires is analysis by conducting partial least square structural equation modeling analysis and t-test to examine the hypothesis. The outcome of the study suggests that customer engagement is the most influential factor if firms want their brands to be accepted by potential and current clients.