The effect of memorable brand experience of tourism destination on destination brand love with the mediating role of consumer-brand identification: Study of tourists in Isfahan

The aim of this study is investigating the impact of memorable brand experiences on brand love in tourism industry, using structural equation modeling. The research is a descriptive-survey method. The statistical population was domestic tourists in Isfahan at the time between April 2017 and July 2017. Sampling was done by random cluster method and a standard questionnaire were used to collect data. Content validity (Face type) and reliability of the questionnaire (with Cronbach’s alpha 89%) was confirmed. Finally 339 questionnaires were used for analysis. For data analysis and testing the research model, SPSS and AMOS softwares were used. In this study, three dimensions (cognitive, evaluation, and emotional) were considered for consumer-brand identification. The findings shows that all research hypotheses were confirmed. Therefore, it was concluded that memorable experience have a positive effect on Consumer-brand identification. Similarly, Consumer-brand identification affect destination brand love. These findings can be a basis for actors in tourism industry to identify the tourists with tourism destinations and towards attract them.