Effect of Customer-based brand equity on brand image in the hotel industry (Case Study:: five star hotels Tabriz City)

The Brand equity has converted to one of the key subjects of Hotel Industry, Recently; because the powerfull Brands could be the reason of trust on guests and will enable them to visualize the intangible features. The good experience of questes will form the Brand equity for Brand of Hotel, as unpleasant experience will demolish Brand of Hotel on quests mind. present research aimed to Effect of Customer-based brand equity on brand image in the hotel industry in 5 star hotels of East Azerbaijan Including: El-Goli Pars and shahriar Hotels has been done in the summer of 2014. The data required for this research has gathered by questionnaire with available non-random sampling method through 5 stars hotels guests of Tabriz City. This research, in terms of purpose is functional and based on data collection, is descriptive survey. Also, It has been used structural equation modeling through the SMART PLS software to analyze data. Statistical population of this research has considered all guests of the 5 stars Hotels Tabriz City. Given that the population size is unknown from Cochran formula is used in order to determine the sample size that number is obtained 267. Provided results showing that brand equity and every one of its dimensions on brand image have a positive and significant impact. and also it was shown that variable brand loyalty has the largest is path coefficient and its impact on brand image is higher than other variables.