Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty

In this study, 732 Turkish tourists from 25 five-star hotels serving in Bodrum (Turkey) were surveyed via questionnaires to investigate the effects of brand personality (BP), self-congruity and functional congruity on hotel brand loyalty. Before testing the research model, BP of five-star hotels was examined. Explanatory and confirmatory factor analyses demonstrated that the personality of hotel brands consisted of “excitement, sincerity,...