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Purpose – This study aimed to investigate the effect of brand-consumer relationships on brand loyalty mediated by brand value creation and moderated by brand community characteristics in the hospitality industry.
Theoretical framework – Based on brand-consumer theory, we sought to better understand consumer behavior in the hospitality industry to arrive at an explanatory framework that can differentiate key variables for hotel brands to
remain in the market.
Design/methodology/approach – The data collected from 250 consumers of 4- and 5-star hotels in Tehran were analyzed using the structural equation modeling (SEM) approach.
Findings – Based on the results, brand attitude and brand relationship quality significantly affected brand satisfaction. In addition, brand value creation had a significant effect on brand loyalty. Furthermore, brand community characteristicssignificantly moderated the relationships between brand satisfaction and brand value creation and between brand value creation and brand loyalty. Brand relationship quality positively affected brand value creation through the mediating role of
brand satisfaction.
Practical & social implications of research – The results contribute to the development of the existing literature on the hospitality (hotel) industry and its practices, and they offer proper instructions for future studies. Also, this study can provide hotel marketers with a reference for marketing management.
Originality/value – This study contributes to the advancement of research involving brand-consumer relationships in the hospitality industry.
Keywords: Brand, brand-consumer, brand value creation, brand loyalty, hotel.
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