aMaster of Business Administration (MBA), Department of Management, Khorasgan (Isfahan) Branch, Islamic Azad University, Isfahan, Iran
bMaster of Tourism Management, Sheikh Bahaei University, Isfahan, Iran
cM.A student of business management, Department of Management, Islamic Azad university of naragh, Arak, Iran
dMaster of Business Administration (MBA), Department of Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran
Online published on 4 February, 2015.
Brands are important in the consumer markets. They are the interface between consumers and the company, and consumers may develop trust and loyalty to brands. The aim of this study is to investigate the effects of brand communication in brand equity. Data were collected through random questionnaires consumers. 260 questionnaires were distributed in the Abbasi hotel in Iran. 250 questionnaires were collected. To examine each hypotheses of his study, Pearson Correlation test has been employed. In order to ascertain the Pearson Test results and also to see if hypotheses are also approved by this test, a linear regression test was conducted. The final results indicate that brand communications are influential in brand equity and also that brand awareness bears on perceived quality and brand association, perceived quality on brand loyalty, and finally, brand association on brand loyalty.
Brand, brand communication, brand equity, hotel industry
