دانلود رایگان مقاله انگلیسی تاثیر فرهنگ در وفاداری برند از طریق عملکرد برند و شخصیت برند - وایلی 2017

Abstract

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.

5 | CONCLUSION AND GUIDELINES

• Considering that culture consists of subdimensions such as collectivism, uncertainty avoidance, and power distance, it can be stated that tourists' attitudes of these 3 subdimensions are effective on the perception of brand performance. In other words, it is observed that tourists who come from social cultures and have a high tendency of uncertainty avoidance and an extensive power distance portray more positive perceptions regarding the performance of branded hotel enterprises. The belief that tourists will feel safer and have a trouble‐free accommodation experience by preferring branded hotel enterprises is one of the reasons for this situation.

• It is found that primarily, collectivism, then successively, uncertainty avoidance and power distance, all have an effect on brand personality in the direct effect of culture on brand personality. These findings are consistent with the previously conducted research studies (Pizam & Mansfeld, 1999; Correia et al, 2011; Chua & Sung, 2011, Schuman et al, 2012).

• The effect of brand personality (0.656) on brand performance is direct and positive. First, it is found that brand personality includes the subdimensions of excitement (0.842), competence (0.712), and sincerity (0.787). For this reason, the effect of the brand personality scale is attempted to be explained in these 3 dimensions.