Journal of Emerging Trends in Economics and Management Sciences: Home

Article Title:
Investigating Of The Effect Of Brand Signature, Consumer Awareness Of The Brand And Brand Reputation On Brand Performance By Considering The Mediating Role Of Understanding The Orientation Of Business Relations Between Four And Five Star Hotels In Is
by Mahsa Akbari, Mehdi Mehrabi, Seyed Siamak Shafaei,

Abstract:
Today, having a strong brand is one of the requirements of service organizations, especially hotels in the tourism industry, and the performance of the hotel brand can act as an intangible asset that helps attract travelers to a particular place. The hotel industry is a central service in which travelers will not be able to view services before booking them, therefore, hotel brand signature, brand awareness and hotel brand reputation are the main elements to attract visitors that can determine Help the quality of service provided by a hotel. This research, which is a descriptive-survey of correlation with the nature of application and in terms of cross-sectional time, aims to "investigate the effect of brand signature, consumer brand awareness and brand reputation on brand performance by considering the mediating role of understanding the relationship orientation." Trade has been done between 4 and 5 star hotels in Isfahan. The statistical population of this study includes all customers of Isfahan hotels. Using the adequacy method for structural equations, 210 people were selected by cluster random sampling as a statistical sample. The research measurement tool was a researcher-made questionnaire taken from valid sources that was used. To measure the validity of the questionnaires, face and content methods and to determine its reliability, Cronbach's alpha was calculated, the value of which was estimated to be 0.839. Data analysis was performed using Spss23 and Smart Pls3 software. Kolmogorov-Smirnov test was used to check the normality of the data and structural equation method was used to test the hypotheses. The results showed that the effect of brand signature on customer awareness of the brand and perception of business relationship orientation, customer awareness of the brand on brand reputation and perception of brand relationship orientation and understanding of business relationship orientation on brand performance was significant but the effect of brand reputation The understanding of the direction of business relations in hotels in Isfahan was rejected. Also, the mediating role of understanding business relationships in the relationship between customer awareness of the brand and brand reputation with brand performance was significant, but the mediating role of understanding the orientation of brand relationships on brand performance was not confirmed.

Keywords: Brand Signature, Consumer Awareness Of The Brand, Brand Reputation, Brand Performance, Business Relationship Orientation, Isfahan Hotels

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