Examining Antecedents and Consequences of Brand Personality in the Upper-Upscale Business Hotel Segment

ABSTRACT

Relying on Aaker's (1996) dimensions of brand personality, this study investigated the relationships between brand personality and its antecedents and consequences in the upper-upscale business hotel segment. Two dimensions of brand personality––competence and sophistication––were confirmed. User imagery was found to be the strongest predictor of brand personality, while trust had the significant mediating effect on the relationship between brand personality and loyalty. The theoretical and practical implications of this study's findings are included to assist both academicians and practitioners in the lodging industry in enriching their understanding of customers' perceptions of and attitudes toward hotel brand.

KEYWORDS:

• Brand loyalty
• brand personality
• service quality
• price
• trust
• user imagery

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