The effects of brand personality, self-congruity and functional congruity on brand loyalty: A research on hotel enterprises

This study aims to investigate the effects of brand personality, self-congruity and functional congruity on hotel brand loyalty. For this purpose, firstly, the scales of the research were adapted to Turkish and a pilot study was carried out with 110 participants. Next, the questionnaire of the survey was applied to 732 participants in 25 five star hotels located in Bodrum destination. The data gathered from the participants were transferred to SPSS 21 software and the data set were operationalized for data analysis. Then, explanatory factor analysis was performed to the Turkish-adapted scales. The results of the explanatory factor analysis showed that the brand personality of five-star hotels is explained with four dimensions as "excitement, sincerity, competence and androgyny". After that confirmatory factor analysis was also performed for each of the scales through LISREL 8.8 software and the construct validity of the scales was examined. Finally, path analysis was conducted to test the theoretical model of the research. The results of the path analysis revealed the positive effects of brand personality, self-congruity and functional congruity on hotel brand loyalty. In this context, it was determined that the effect of functional congruity on brand loyalty is greater than the effect of self-congruity. It is also found that self-congruity and functional congruity partially mediate the effect of brand personality on hotel brand loyalty. Statistical significance of the mediating effects was confirmed by PROCESS analysis. In the direction of the results of the study, some suggestions were made to academicians and hotel managers.