The effect of culture on brand loyalty through brand performance and brand personality

Unurlu C., Uca S.

INTERNATIONAL JOURNAL OF TOURISM RESEARCH, vol.19, pp.672-681, 2017 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 19
  • Publication Date: 2017
  • Doi Number: 10.1002/jtr.2139
  • Journal Name: INTERNATIONAL JOURNAL OF TOURISM RESEARCH
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.672-681
  • Keywords: brand loyalty, brand performance, brand personality, culture, CONSUMER-BEHAVIOR, FIRM PERFORMANCE, SELF-CONGRUITY, HOTEL SEGMENT, EQUITY, IMPACT, CHAIN, CONSEQUENCES, DIMENSIONS, IMAGE
  • Kocaeli University Affiliated: No

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.