The Effect of Brand Signature on Brand Reputation and Performance with Emphasis on the Role of Brand Equity

The present study aimed to investigate the effect of brand signature on brand reputation and performance through the dimensions of brand equity in the hotel industry. This research has been descriptive and research has been a survey. The statistical population of the study was all Iranian guests in hotels in Isfahan in the period of February 2016 to the end of May 2017. From this population, a sample of 230 people has been selected by structural equation modeling sampling method. Research sampling method has been available. A questionnaire was used to collect research data. In order to check and confirm the validity of the questionnaire, its content validity has been checked. Cronbach's alpha coefficient was also used to evaluate the reliability of the questionnaire. Finally, due to the abnormality of data distribution, data analysis was performed through PLS software. The results show that brand signature has a positive and significant effect on brand reputation through three variables of brand equity including brand identity, attitude and brand image. However, the mediating role of brand awareness in this regard has been rejected. The results also show that brand reputation has a positive and significant effect on brand performance.