Investigating the effect of personality, reputation and brand awareness on brand performance by mediating brand attitudes in hotel industry (Case Study: Sarein City)

Today, brands are the most valuable assets and profitable resources of many companies; Therefore this study seeks to determine the effect of personality, reputation and brand awareness on brand performance through the mediation of brand attitude in the hotel industry (Case study: Sarein city). This research is applied in terms of purpose, descriptive and correlational in terms of type and method, and survey research in terms of data collection method. The statistical population of this study is all customers of three-star hotels and above in Sarein, the number of which is equal to 9 hotels. To determine the sample size, due to the uncertainty of the number of customers is considered unlimited, which according to Morgan's table, a sample of 384 people was considered for the unlimited community. The research hypotheses were tested using structural equation modeling and LISREL 8.8 software. The results confirmed the mediating role of brand attitude in the relationship between brand reputation, awareness and personality with brand performance. Also, brand personality, reputation, awareness and attitude have a positive and significant effect on brand performance. Therefore, Hotels can improve the performance of their hotel by creating a favorable attitude in the minds of customers of their personality, reputation and brand awareness.