Investigating the Effect of Brand Salience on Tourism Destination Brand Loyalty

Abstract

This study examines the impact of the brand salience on brand loyalty through the mediator variables, perceived quality, brand image, perceived value, and satisfaction. This research is applied in terms of purpose and descriptive based on method. The population in this study are tourists who have arrived in the city of Babolsar in the summer of 2015. According to the sampling formula for unlimited population, a sample of 384 was obtained. A questionnaire was used to collect data in this study. Data was analyzed through SPSS and Smart PLS2 software. The results showed that brand salience has a positive and significant effect on perceived quality, brand image (characteristics of people and the physical environment), and destination brand loyalty. Also, the results showed that the perceived quality has a positive and significant effect on brand image (characteristics of people and the physical environment). But perceived value and satisfaction have no significant impact on brand loyalty. Perceived value has a positive and significant effect on satisfaction. Finally, satisfaction and physical environment have positive and meaningful effects on brand loyalty, but perceived value and people characteristics have no significant impact on brand loyalty.

Keywords

• brand salience
• perceived quality
• brand loyalty
• brand image
• perceived value