Investigating the Effect of Brand Salience on Tourism Destination Brand Loyalty
This study examines the impact of the brand salience on brand loyalty through the mediator variables, perceived quality, brand image, perceived value, and satisfaction. This research is applied in terms of purpose and descriptive based on method. The population in this study are tourists who have ar...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | fas |
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Allameh Tabataba'i University Press
2016-02-01
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| Series: | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| Subjects: | |
| Online Access: | https://tms.atu.ac.ir/article_4116_61c45680c48ac62c6b3bb2bc448b897f.pdf |
| _version_ | 1797377354049257472 |
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| author | میثم شیرخدایی Soheil Nejat محمد رحیم اسفیدانی محبوبه شاهی |
| author_facet | میثم شیرخدایی Soheil Nejat محمد رحیم اسفیدانی محبوبه شاهی |
| author_sort | میثم شیرخدایی |
| collection | DOAJ |
| description | This study examines the impact of the brand salience on brand loyalty through the mediator variables, perceived quality, brand image, perceived value, and satisfaction. This research is applied in terms of purpose and descriptive based on method. The population in this study are tourists who have arrived in the city of Babolsar in the summer of 2015. According to the sampling formula for unlimited population, a sample of 384 was obtained. A questionnaire was used to collect data in this study. Data was analyzed through SPSS and Smart PLS2 software. The results showed that brand salience has a positive and significant effect on perceived quality, brand image (characteristics of people and the physical environment), and destination brand loyalty. Also, the results showed that the perceived quality has a positive and significant effect on brand image (characteristics of people and the physical environment). But perceived value and satisfaction have no significant impact on brand loyalty. Perceived value has a positive and significant effect on satisfaction. Finally, satisfaction and physical environment have positive and meaningful effects on brand loyalty, but perceived value and people characteristics have no significant impact on brand loyalty. |
| first_indexed | 2024-03-08T19:51:23Z |
| format | Article |
| id | doaj.art-8b6ab08a6a534719953bc4fa231a5b8e |
| institution | Directory Open Access Journal |
| issn | 2322-3294 2476-597X |
| language | fas |
| last_indexed | 2024-03-08T19:51:23Z |
| publishDate | 2016-02-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| spelling | doaj.art-8b6ab08a6a534719953bc4fa231a5b8e2023-12-24T07:40:32ZfasAllameh Tabataba'i University PressMuṭāli̒āt-i Mudīriyyat-i Gardishgarī2322-32942476-597X2016-02-0110321111294116Investigating the Effect of Brand Salience on Tourism Destination Brand Loyaltyمیثم شیرخدایی0Soheil Nejat1محمد رحیم اسفیدانی2محبوبه شاهی3معاون دانشجویی و استادیار دانشکده علوم اقتصادی و ادرای دانشگاه مازندرانکارشناس ارشد مدیریت بازرگانی پردیس فارابی دانشگاه تهراناستادیار دانشکده مدیریت دانشگاه تهراندانشگاه مازندرانThis study examines the impact of the brand salience on brand loyalty through the mediator variables, perceived quality, brand image, perceived value, and satisfaction. This research is applied in terms of purpose and descriptive based on method. The population in this study are tourists who have arrived in the city of Babolsar in the summer of 2015. According to the sampling formula for unlimited population, a sample of 384 was obtained. A questionnaire was used to collect data in this study. Data was analyzed through SPSS and Smart PLS2 software. The results showed that brand salience has a positive and significant effect on perceived quality, brand image (characteristics of people and the physical environment), and destination brand loyalty. Also, the results showed that the perceived quality has a positive and significant effect on brand image (characteristics of people and the physical environment). But perceived value and satisfaction have no significant impact on brand loyalty. Perceived value has a positive and significant effect on satisfaction. Finally, satisfaction and physical environment have positive and meaningful effects on brand loyalty, but perceived value and people characteristics have no significant impact on brand loyalty.https://tms.atu.ac.ir/article_4116_61c45680c48ac62c6b3bb2bc448b897f.pdfbrand salienceperceived qualitybrand loyaltybrand imageperceived value |
| spellingShingle | میثم شیرخدایی Soheil Nejat محمد رحیم اسفیدانی محبوبه شاهی Investigating the Effect of Brand Salience on Tourism Destination Brand Loyalty Muṭāli̒āt-i Mudīriyyat-i Gardishgarī brand salience perceived quality brand loyalty brand image perceived value |
| title | Investigating the Effect of Brand Salience on Tourism Destination Brand Loyalty |
| title_full | Investigating the Effect of Brand Salience on Tourism Destination Brand Loyalty |
| title_fullStr | Investigating the Effect of Brand Salience on Tourism Destination Brand Loyalty |
| title_full_unstemmed | Investigating the Effect of Brand Salience on Tourism Destination Brand Loyalty |
| title_short | Investigating the Effect of Brand Salience on Tourism Destination Brand Loyalty |
| title_sort | investigating the effect of brand salience on tourism destination brand loyalty |
| topic | brand salience perceived quality brand loyalty brand image perceived value |
| url | https://tms.atu.ac.ir/article_4116_61c45680c48ac62c6b3bb2bc448b897f.pdf |
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