Investigating the effect of brand equity on the hotel industry

The category of branding and brand management has many fans in the marketing world today. The hotel industry is one of the infrastructures of tourism development, and branding is one of the factors that determine the special value of the brand in the global hotel industry. Research objectives: The current research was conducted with the aim of investigating the effect of brand equity on the hotel industry. Research methodology: This type of research is descriptive and survey type, and available sampling method is used. The statistical population of this research is made up of guests of five-star hotels in Tehran. The method of data analysis and research hypothesis testing was structural equation modeling with smart pls software. Research findings: It shows that paying attention to brand features has a positive effect on the hotel industry. Research results: The research indicates that the variable of brand loyalty had the greatest effect on the brand's special value, and then the variables of brand association, perceived quality, and brand awareness had an effect on the brand's special value, respectively

کلیدواژه ها:

brand equity ، brand loyalty ، hotel industry ، tehran