the effect of customer brand identification on brand equity in hotel services
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ID: 219034
2018
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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
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| Reference Key |
shahroukh2018mulit-ithe
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|---|---|
| Authors | ;zohreh dehdashti shahroukh;omid soleyman zadeh;vahid reza shahmirzaee |
| Journal | bulletin of the malaysian mathematical sciences society |
| Year | 2018 |
| DOI |
10.22054/TMS.2018.18527.1511
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| URL | |
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