THE EFFECT OF CUSTOMER BRAND IDENTIFICATION ON BRAND EQUITY IN HOTEL SERVICES

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DEHDASHTI SHAHROKH ZOHREH; SOLEYMANZADEH OMID; SHAHMIRZAEE VAHIDREZA

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Paper Information

Journal: Tourism Management Studies Year:2018 | Volume:12 | Issue:40 Page(s): 1-20

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Title

THE EFFECT OF CUSTOMER BRAND IDENTIFICATION ON BRAND EQUITY IN HOTEL SERVICES

Author(s)

DEHDASHTI SHAHROKH ZOHREH | SOLEYMANZADEH OMID | SHAHMIRZAEE VAHIDREZA | Issue Writer Certificate

Keywords

CUSTOMER BRAND IDENTIFICATIONQ1

BRAND EQUITYQ1

BRAND LOYALTYQ2

SERVICE QUALITYQ2

PERCEIVED VALUEQ2

Abstract

The purpose of this study is to investigate the effect of CUSTOMER BRAND IDENTIFICATION on BRAND EQUITY in hotel services. In this regard after extensive study of literature, a new model was designed. This research is descriptive and of survey type and using available sampling method. The sample size consists of 384 Iranian guests of Abbasi hotel in Isfahan. To analyze the data and test the research hypotheses, structural equations modeling using Smart PLS software has been used. Findings of this research show that CUSTOMER BRAND IDENTIFICATION has a direct and significant effect on SERVICE QUALITY, PERCEIVED VALUE and brand trust. Furthermore, SERVICE QUALITY, PERCEIVED VALUE and brand trust have a direct and significant effect on BRAND LOYALTY. Finally, SERVICE QUALITY, BRAND LOYALTY and brand trust have a direct and significant effect on BRAND EQUITY.

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APA: Copy

DEHDASHTI SHAHROKH, ZOHREH, SOLEYMANZADEH, OMID, & SHAHMIRZAEE, VAHIDREZA. (2018). THE EFFECT OF CUSTOMER BRAND IDENTIFICATION ON BRAND EQUITY IN HOTEL SERVICES. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), 12(40 ), 1-20. SID. https://sid.ir/paper/202576/en

Vancouver: Copy

DEHDASHTI SHAHROKH ZOHREH, SOLEYMANZADEH OMID, SHAHMIRZAEE VAHIDREZA. THE EFFECT OF CUSTOMER BRAND IDENTIFICATION ON BRAND EQUITY IN HOTEL SERVICES. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES)[Internet]. 2018;12(40 ):1-20. Available from: https://sid.ir/paper/202576/en

IEEE: Copy

ZOHREH DEHDASHTI SHAHROKH, OMID SOLEYMANZADEH, and VAHIDREZA SHAHMIRZAEE, “THE EFFECT OF CUSTOMER BRAND IDENTIFICATION ON BRAND EQUITY IN HOTEL SERVICES,” TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), vol. 12, no. 40 , pp. 1–20, 2018, [Online]. Available: https://sid.ir/paper/202576/en

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