During the COVID-19 pandemic and the associated strain on consumption activities, demand for luxury hotels has risen steadily as a safe way to enjoy leisure services. This study aims to examine the consequences of congruence and identification. An online survey generating 315 datasets from international customers of luxury hotel services is conducted. Partial least squares structural equation modeling is used to test the hypotheses. The results demonstrate that perceived brand authenticity by customers influences both revisit and word-of-mouth intentions via engagement. Also, brand congruence leads to customer engagement with luxury hotel services and word-of-mouth intention. In contrast, no direct impact of congruence on revisit intention was found. Results regarding the effects of brand authenticity and congruence demonstrate that luxury service brands have the potential to influence customers’ patronage behaviors through different approaches. The findings confirm the importance of engagement with brands in the luxury service setting.
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