Third International Conference on Tourism & Leisure Studies

Abstract

The prime purpose of this study was to investigate the relationship between brand identification, brand reputation, brand loyalty and price acceptance with mediating role of brand attachment in fast growing sector of Pakistan, i.e. hospitality. Various studies in relevant area have explored direct relationships among different variables related to customer behavior in hospitality organizations thus leaving room for explaining any mechanism or process through which these brand related attributes operate. The data was collected through self- administered questionnaire from 277 customers of branded hotels in Lahore with various valid adopted measures on Likert scale. Results revealed that brand attachment plays the mediating role in the relationship of brand reputation, brand loyalty and price acceptance although it is partial. Policy implications and future guidelines have been discussed with the limitations of this study.