An Empirical Study of Consumer-Brand Relationships in the Hospitality Industry

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Alizadeh Hamid; Nazapour Kashani Hamed

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Journal Paper

Paper Information

Journal: Interdisciplinary Journal of Management Studies Year:2023 | Volume:16 | Issue:4 Page(s): 857-872

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Information Journal Paper

Title

An Empirical Study of Consumer-Brand Relationships in the Hospitality Industry

Author(s)

Alizadeh Hamid | Nazapour Kashani Hamed | Issue Writer Certificate

Keywords

Consumer-Brand relationships

Brand Value Creation

brand community characteristics

Brand Loyalty

Abstract

This study aims to determine Consumer-Brand relationships in the hospitality industry. The data gathered for the purpose of this research adds to our understanding of Consumer-Brand relationships as a novel generation marketing tool. This data was generated through a structured questionnaire,a total of 250 customers who used profiles of five (5) hotels were surveyed. These hotels were all ranked five stars and located in Tehran, Iran. The data was examined using Structural Equation Modelling (SEM). The findings revealed that the hospitality industry has positive intentions to adopt Consumer-Brand relationships in order to enhance relationship quality and achieve satisfaction and Brand Loyalty. The study expands upon existing research on the components of Consumer-Brand relationships. Furthermore, the partially supported mediation outcome of brand satisfaction is also addressed. Implications, limitations, and future research directions are also discussed.

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