Brand personality dimensions and their effects on customer satisfaction in Kuala Lumpur hotels / Zurinawati Mohi …[et al.]

• Main Authors: Mohi, Zurinawati, Zaireen, Abu, Sulaiman, Maimunah
• Format: Article
• Language: English
• Published: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Malaysia 2014
• Subjects: Branding (Marketing); Consumer satisfaction; Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: http://ir.uitm.edu.my/id/eprint/44616/1/44616.pdf; http://ir.uitm.edu.my/id/eprint/44616/; https://www.jthca.org/

Sincerity, excitement, competence, sophistication and ruggedness are the dimensions of brand personality. It is the aim of this study to apply the same dimensions on hotel brands as to test whether the dimensions would reflect the hotel’s personality and eventually affect customers’ satisfaction. Us...