Recherchers economiques manageriales
Volume 19, Numéro 1, Pages 320-340
2025-06-04

The Impact Of Brand Value Dimensions On The Decision To Purchase Hotel Services: A Survey Study Of Mermoura Hotel Customers' Opinions In Guelma Province



Authors : Daghrir Yousra . Benyoub Fatma . Boufelfel Sihem .

Abstract

Abstract: This study aimed to identify the impact of brand equity dimensions on the purchase decision of hotel services by examining a sample of customers at Mermoura Hotel in Guelma Province. To achieve the desired objectives, an electronic questionnaire was used as a primary tool for data collection and analysis. It was distributed to a sample of 215 individuals from the hotel. Using the SPSS V 27 program, the study sample's responses were described and analyzed, and the validity of the hypotheses was examined. The questionnaire experiment concluded by proving a correlation between the dimensions of brand equity and the purchase decision of the service in the hotel under study.

Keywords

keyword: Brand Value; Brand Awareness; Brand Image; Brand Loyalty; Perceived Brand Quality; Hotel Service Purchase Decision

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