The effect of consumer based brand equity on the consumer satisfaction and brand loyalty in the Hotel industry (case study: Pars Hotels Investment Company)
Branding is one of the determinants of brand equity in the global hotel industry. This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in Pars Hotels Investment Company. The conceptual model embraces i...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
Allameh Tabataba'i University Press
2005-02-01
|
| Series: | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| Subjects: | |
| Online Access: | https://tms.atu.ac.ir/article_4903_e5c2420ba6d609e41a6eff59030f1193.pdf |
| _version_ | 1797377397446672384 |
|---|---|
| author | mehdi rastghalam seyedahmad khatunabadi |
| author_facet | mehdi rastghalam seyedahmad khatunabadi |
| author_sort | mehdi rastghalam |
| collection | DOAJ |
| description | Branding is one of the determinants of brand equity in the global hotel industry. This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in Pars Hotels Investment Company. The conceptual model embraces independent variables of physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle- congruence, and brand awareness; mediator variable of consumer satisfaction; and dependent variable of brand loyalty. This study is a survey type research. As for the sampling technique, multi-stage sampling is used with 385 guests of Pars Hotels in Kerman and Tabriz constituting the sample population. In the data analysis, confirmatory factor analysis is used to confirm the model and the structural equations (simultaneous multiple regression analysis) to answer the hypotheses. Our findings revealed that the physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle- congruence, and brand awareness have significant direct impact on consumer satisfaction; consumer satisfaction has a significant direct impact on brand loyalty; and consumer satisfaction mediates the effects of physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle-congruence, and brand awareness on brand loyalty. |
| first_indexed | 2024-03-08T19:52:03Z |
| format | Article |
| id | doaj.art-3444b2963a1e4e0f8fa5a006216d9080 |
| institution | Directory Open Access Journal |
| issn | 2322-3294 2476-597X |
| language | fas |
| last_indexed | 2024-03-08T19:52:03Z |
| publishDate | 2005-02-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| spelling | doaj.art-3444b2963a1e4e0f8fa5a006216d90802023-12-24T07:38:02ZfasAllameh Tabataba'i University PressMuṭāli̒āt-i Mudīriyyat-i Gardishgarī2322-32942476-597X2005-02-01271184903The effect of consumer based brand equity on the consumer satisfaction and brand loyalty in the Hotel industry (case study: Pars Hotels Investment Company)mehdi rastghalam0seyedahmad khatunabadi1دانشجوی کارشناسی ارشد دانشگاه صنعتی اصفهانهیئت علمی دانشگاه صنعتی اصفهانBranding is one of the determinants of brand equity in the global hotel industry. This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in Pars Hotels Investment Company. The conceptual model embraces independent variables of physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle- congruence, and brand awareness; mediator variable of consumer satisfaction; and dependent variable of brand loyalty. This study is a survey type research. As for the sampling technique, multi-stage sampling is used with 385 guests of Pars Hotels in Kerman and Tabriz constituting the sample population. In the data analysis, confirmatory factor analysis is used to confirm the model and the structural equations (simultaneous multiple regression analysis) to answer the hypotheses. Our findings revealed that the physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle- congruence, and brand awareness have significant direct impact on consumer satisfaction; consumer satisfaction has a significant direct impact on brand loyalty; and consumer satisfaction mediates the effects of physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle-congruence, and brand awareness on brand loyalty.https://tms.atu.ac.ir/article_4903_e5c2420ba6d609e41a6eff59030f1193.pdfconsumer based brand equityconsumer satisfaction and brand loyalty |
| spellingShingle | mehdi rastghalam seyedahmad khatunabadi The effect of consumer based brand equity on the consumer satisfaction and brand loyalty in the Hotel industry (case study: Pars Hotels Investment Company) Muṭāli̒āt-i Mudīriyyat-i Gardishgarī consumer based brand equity consumer satisfaction and brand loyalty |
| title | The effect of consumer based brand equity on the consumer satisfaction and brand loyalty in the Hotel industry (case study: Pars Hotels Investment Company) |
| title_full | The effect of consumer based brand equity on the consumer satisfaction and brand loyalty in the Hotel industry (case study: Pars Hotels Investment Company) |
| title_fullStr | The effect of consumer based brand equity on the consumer satisfaction and brand loyalty in the Hotel industry (case study: Pars Hotels Investment Company) |
| title_full_unstemmed | The effect of consumer based brand equity on the consumer satisfaction and brand loyalty in the Hotel industry (case study: Pars Hotels Investment Company) |
| title_short | The effect of consumer based brand equity on the consumer satisfaction and brand loyalty in the Hotel industry (case study: Pars Hotels Investment Company) |
| title_sort | effect of consumer based brand equity on the consumer satisfaction and brand loyalty in the hotel industry case study pars hotels investment company |
| topic | consumer based brand equity consumer satisfaction and brand loyalty |
| url | https://tms.atu.ac.ir/article_4903_e5c2420ba6d609e41a6eff59030f1193.pdf |
| work_keys_str_mv | AT mehdirastghalam theeffectofconsumerbasedbrandequityontheconsumersatisfactionandbrandloyaltyinthehotelindustrycasestudyparshotelsinvestmentcompany AT seyedahmadkhatunabadi theeffectofconsumerbasedbrandequityontheconsumersatisfactionandbrandloyaltyinthehotelindustrycasestudyparshotelsinvestmentcompany AT mehdirastghalam effectofconsumerbasedbrandequityontheconsumersatisfactionandbrandloyaltyinthehotelindustrycasestudyparshotelsinvestmentcompany AT seyedahmadkhatunabadi effectofconsumerbasedbrandequityontheconsumersatisfactionandbrandloyaltyinthehotelindustrycasestudyparshotelsinvestmentcompany |