Document Type : Original Article
Authors
1
Assistant Professor of Executive Management, Department of Executive Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
2
Assistant Professor of Business Management Department of Management, Kheradgerayan Motahar Institute of Higher Education, Mashhad, Iran
3
Master of International Business Management, Department of Management, Kheradgerayan Motahar Institute of Higher Education, Mashhad, Iran
4
Department of Management, Kheradgerayan Motahar Institute of Higher Education, Mashhad, Iran
Abstract
Context and Purpose: Given the global significance of tourism and its considerable profitability for Iran, this study aims to investigate the factors influencing brand support and loyalty among guests of five-star hotels in Mashhad. Brand support has a positive effect on a hotel's reputation, thereby enhancing its brand image within competitive environments and social interactions. Additionally, brand loyalty contributes to attracting a greater number of travelers to the destination.
Design/methodology/approach: This research adopted an applied methodology to examine the factors affecting brand support and loyalty among guests of five-star hotels in Mashhad. Data were gathered using a descriptive-correlational approach, and their analysis was conducted quantitatively. The sample comprised 384 guests from these hotels. The measurement instruments included validated questionnaires sourced from reputable literature, with their validity and reliability established through various methodologies. Furthermore, structural equation modeling was employed for data analysis.
Findings: The findings revealed that brand value congruence, with brand identity serving as a mediating variable, significantly influences both brand support and brand loyalty. Moreover, customer engagement moderates the relationship between brand value congruence and brand identity.
Conclusion: This research illustrates that brand value congruence, mediated by brand identity, exerts a significant impact on brand support and loyalty within five-star hotels in Mashhad. It is essential to consider cultural values and customer identities, as the alignment of these values can enhance customer acceptance. Additionally, customer engagement positively influences the relationship between brand value congruence and brand identity. Therefore, hotel managers should take these factors into account to bolster customer loyalty
Originality/value: Considering the existence of a research gap in the field of branding science in the Iranian tourism industry, conducting interdisciplinary research in the fields of consumer behavior management, marketing management, and tourism management can provide broad insights to help tourism businesses.
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