Gaining Brand Support and Loyalty among Five-Star Hotel Travelers: Examining the Impact of Customers' Brand Value Congruence, Identity, and Engagement

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 positively affects a hotel's reputation, enhancing its brand image within competitive environments and social interactions. Additionally, brand loyalty contributes to attracting more 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 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 brand support and 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, significantly impacts brand support and loyalty within five-star hotels in Mashhad. It is essential to consider cultural values and customer identities, as aligning 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 branding science in the Iranian tourism industry, conducting interdisciplinary research in consumer behavior management, marketing management, and tourism management can provide broad insights to help tourism businesses.

Keywords

References

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Tourism and hospitality marketing research
Volume 2, Issue 2 - Serial Number 3
Autumn and Winter
December 2024
Pages 223-241

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