Investigation of brand familiarity and brand recognition and their relationship with loyalty, repurchase intention, and brand recommendation with mediating role of brand reputation (Case Study: Esteghlal Hotel)

Resumen

In this study, we investigated the relationship between brand familiarity and brand recognition and their relationship with loyalty, repurchase intention, and brand recommendation with the mediating role of brand reputation (Case Study: Esteghlal Hotel). This research is among applied research, the nature of the research has been descriptive and survey research, in terms of methodology, it is also considered in the correlation research category. The statistical population of this study is customers of Esteghlal Hotel in Tehran. The sample is 384 based on the Krejcie-Morgan table. The data collection tool was a questionnaire that was extracted and translated and localized according to the case study of this research with a slight change. To determine the reliability of the questionnaire by Cronbach's alpha test, SPSS and LISREL have been used to perform inferential analyzes to confirm or reject the hypotheses. The results of the data analysis showed that customer awareness including: brand familiarity and brand recognition had a significant and positive effect on brand reputation and the impact of brand reputation on brand performance included: brand loyalty, intention to buy (intention to read again) and brand recommendations were positive and significant. It was also found that the effect of brand familiarity and brand recognition on brand loyalty, repurchase intention and brand recommendation with a mediating role of brand reputation was positive and significant. All the research hypotheses were confirmed and accepted.