The Effect of Dimensions of Brand Equity from Consumer Perspective in the Hotel Industry (Case Study: Five Star Hotels Tehran City)

Nowadays, branding and brand management are of much interest in the world of marketing. The main purpose of many organizations is building a powerful brand in the market. present research aimed to the Effect of dimensions of brand equity from consumer perspective in the hotel industry in Five star hotels of Tehran City has been done in the summer of 2019. The data required for this research has gathered by questionnaire with available non-random sampling method through Five stars hotels guests of Tehran 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. Provided results showing that brand loyalty variable has the most effect on brand equity and then the conception of the brand association, Perceived quality and brand awareness variables would be effected on brand equity.