Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry's brand performance

Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 (2019) Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry's brand performance. International Journal of Hospitality Management, 76 (Part A) . pp. 271-285. ISSN 0278-4319 (doi:10.1016/j.ijhm.2018.05.016)

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Abstract

This paper develops a multi-disciplinary measure of the brand signature construct by means of literature review and primary data analysis. This study explains that brand signature involves (i) endorsement of consistent consumer attitude toward diffusion of a brand name and brand logo (consists of typeface, design, and color); (ii) the expression and pursuit of a distinct message and the quality of the organization to consumers as well as consistency in communication; and (iii) the implementation, support, and maintenance of hotel brand signature systems based on the use of online/offline media. SEM is employed in order to test the proposed model. The results indicate that brand signature includes dissemination of its dimensions; brand attitude with two components (brand association and brand belief); brand awareness consists of brand familiarity, and brand recognisability; and consistency in brand reputation and prefaced by hotel brand performance implementation. Brand signature is recommended as a tool useful for the service industry to manage their global hotel brand reputation and performance.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 24271
Notes on copyright: © 2018. This author's accepted manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
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Depositing User: Pantea Foroudi
Date Deposited: 17 May 2018 08:54
Last Modified: 28 Apr 2020 15:28
URI: https://eprints.mdx.ac.uk/id/eprint/24271

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