Abstract

The purpose of this study is to explore the applicability of brand personality in the economy hotel segment and whether hotel brand personality could differentiate between similar hotel brands. Courtyard and Hampton Inn are used in this study. The results of this study suggest that brand personality dimensions could be clearly delineated in the economy hotel sector, in consistent with Aaker’s dimensions, Ruggedness, Competence, Excitement, Sophistication, and Sincerity. Moreover, similar hotel brands could be perceived differently based on brand personalities. Additionally, although common brand personality factor structure could be used to describe economy hotel brands in general, specific hotel brand does exhibit some unique dimensions.

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An Examination of Brand Personality in Economy Hotel Segment: Common and Differentiating Factors

The purpose of this study is to explore the applicability of brand personality in the economy hotel segment and whether hotel brand personality could differentiate between similar hotel brands. Courtyard and Hampton Inn are used in this study. The results of this study suggest that brand personality dimensions could be clearly delineated in the economy hotel sector, in consistent with Aaker’s dimensions, Ruggedness, Competence, Excitement, Sophistication, and Sincerity. Moreover, similar hotel brands could be perceived differently based on brand personalities. Additionally, although common brand personality factor structure could be used to describe economy hotel brands in general, specific hotel brand does exhibit some unique dimensions.