Investigating the Impact of Visual Attention on Brand Recall with Moderating Role of Brand Usage Experience in four and five star hotels in the religious city of Mashhad

The purpose of this study is to investigate the effect of visual attention on brand recall considering the moderating role of brand usage experience (case of study; four and five star hotels in Mashhad). The research method is applied in terms of purpose and descriptive correlation in terms of data collection. The statistical population of the study includes all the guests of four and five star hotels in Mashhad city, which is an undetermined and unspecified number, therefore, based on the rule of ۵-۱۰ times structural equations, to estimate the sample size, ۱۷۰ people were selected using multi-stage cluster sampling method. The measuring instrument of this research was a standard questionnaire with ۱۷ questions. Content validity of the questionnaire was confirmed according to experts’ opinions and its construct validity was confirmed based on confirmatory factor analysis technique. Cronbach’s alpha test was used to measure the reliability of the questionnaire and the reliability was also confirmed. In order to analyze the data, structural equation technique was used using smart PLS software. The results showed that visual attention have a positive and significant effect on brand recall due to the moderating role of brand usage experience. It was also found that brand experience can moderate the effects of hotel visual attention on brand recall.

کلیدواژه ها:

Visual attention ، brand recall ، brand usage experience ، four and five star hotels in Mashhad