نوع مقاله : مقاله پژوهشی
1 دانشجوی کارشناسی ارشد مدیریت فرهنگی ، دانشگاه آزاد اسلامی واحد اصفهان(خوراسگان) ، اصفهان، ایران
2 دکتری مدیریت و برنامه ریزی ، مدرس دانشگاه علمی کاربردی مرکز فارسان
3 استادیار ،دانشکده مدیریت ، دانشگاه آزاد اسلامی واحد اصفهان(خوراسگان) ، اصفهان، ایران
عنوان مقاله [English]
The purpose of this study is to determine the effect of brand signature through the interface variables of brand attitude, brand awareness and brand reputation on brand performance in hotels in Isfahan. The statistical population of the present study consisted of all loyal and regular customers of three-star hotels and above in Isfahan. The statistical sample size of the study based on Morgan table was 384 people. The validity of the questionnaires was examined based on the content validity using the opinion of experts, formally based on the views of a number of statistical and structural communities by factor analysis method and the validity was confirmed and on the other hand the validity of the questionnaires by Cronbach's alpha method For brand signature were 0.822, brand performance was 0.855, brand attitude was 0.888, brand awareness was 0.911, brand reputation was 0.922, respectively. The results showed that brand signature was based on brand attitude with Impact coefficient of 0.555, brand signature برند on brand awareness with an impact factor of 0.333, brand awareness on brand attitude with an impact factor of 0.433, brand awareness on brand reputation with an impact factor of 0.377, brand attitude on Brand reputation with an impact factor of / 777, brand reputation has a positive and significant impact on brand performance with an impact factor of 0.455. Therefore, the main hypothesis of the research was confirmed. The results of this study provide completely accurate, correct and clear information about the impact of brand signature through the intermediate variables of brand attitude, brand awareness and brand reputation on brand performance. These results can be a roadmap for managers in hotels in Isfahan to strengthen and improve customer loyalty.