Consequences of Hotel Brand Personality : Focused on Perceived value, Customer Satisfaction, Perceived Quality, and Behavioral Intentions

The brand personality is a key way to differentiate a brand in a hotel services/ product category, a central driver of consumer preference and usage, and a common denominator that can be used to market a brand across cultures. This study examines first, how brand personality affects behavioral intentions through perceived value, customer satisfaction, and perceived quality in the hotel industry, and second, possible relationship between perceived value and customer satisfaction, between perceived quality and customer satisfaction, and between perceived quality and perceived value. The results of this empirical study indicate that first, hotel brand personality have a significant positive effect on perceived value, customer satisfaction and perceived quality, and second, perceived value affects customer satisfaction, and third, behavior intention was affected by perceived value, customer satisfaction, and perceived quality.