The effect of culture on brand loyalty through brand performance and brand personality
Küçük Resim Yok
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Wiley
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The purpose of this study is to identify the cultural characteristics of tourists who had the experience of accommodation in 5-star hotels in Istanbul and to determine the effects of these characteristics on personalizing of the hotel brand and the perception of its performance. According to the results of this research, culture directly affects brand personality and brand performance. However, the effect of culture on brand performance is relatively greater. In addition, brand personality and brand performance affect brand loyalty directly, whereas culture does not have a direct effect on brand loyalty.
Açıklama
Anahtar Kelimeler
Brand Loyalty, Brand Performance, Brand Personality, Culture, Consumer-Behavior, Self-Congruity, Equity, Impact, Chain, Consequences, Image
Kaynak
International Journal Of Tourism Research
WoS Q Değeri
Q2
Scopus Q Değeri
Q1
Cilt
19
Sayı
6
