Research Article Open Access

Investigating the Effect of Intangible Factors (Human, Communication, Organizational, Information) on Brand Equity Case Study: Hotels in Isfahan

Kaveh Ostad-Ali-Askari1,2,3, Parisa Ashrafi4, Amir Hossein Ashrafi5, Hossein Gholami6, Morteza Soltani7, Hossein Norouzi6, Sona Pazdar8 and Shahide Dehghan9
  • 1 Department of Environmental Health Sciences, Canadian University Dubai, United Arab Emirates
  • 2 Department of Civil Engineering, American University in Dubai, United Arab Emirates
  • 3 Department of Irrigation, College of Agriculture, Isfahan University of Technology, Iran
  • 4 Department of Architecture and Art, University of Kashan, Iran
  • 5 Department of Architecture and Urban Planning, Islamic Azad University, Isfahan (Khorasgan) Branch, Iran
  • 6 Department of Civil Engineering, Islamic Azad University, Isfahan (Khorasgan) Branch, Iran
  • 7 Department of Architectural Engineering, Islamic Azad University, Shahinshahr Branch, Iran
  • 8 Department of Civil Engineering, Aghigh University, Iran
  • 9 Department of Geography, Islamic Azad University, Najafabad Branch, Iran

Abstract

The purpose of this study is to investigate the effect of evaluating the intangible factors (Human, Communication, Organizational and Information) on brand equity in hotels in Isfahan. A based research model was presented as the literature. The questionnaire of 24 items was conducted for this research and a sample of 130 executives and experts of hotels in Isfahan as a statistical society, was selected. The method of this research is applied in terms of objective and descriptive survey method from field branch. The reliability of the questionnaire was based on the original sample (α = 0.81) and the return rate of the questionnaire was 0.84. Meanwhile, using the PLS software, the model was tested. The results show that there is a positive relationship between the intangible communication and organizational factors and brand equity. And human and information capital do not have any effect on brand value. Progresses in knowledge technology and the emergence of online Public network sites have altered the procedure information is transferred. This event affects consumers as this simply available information could greatly affect the consumption intention.

American Journal of Engineering and Applied Sciences
Volume 14 No. 3, 2021, 430-435

DOI: https://doi.org/10.3844/ajeassp.2021.430.435

Submitted On: 17 June 2018 Published On: 1 November 2021

How to Cite: Ostad-Ali-Askari, K., Ashrafi, P., Ashrafi, A. H., Gholami, H., Soltani, M., Norouzi, H., Pazdar, S. & Dehghan, S. (2021). Investigating the Effect of Intangible Factors (Human, Communication, Organizational, Information) on Brand Equity Case Study: Hotels in Isfahan. American Journal of Engineering and Applied Sciences, 14(3), 430-435. https://doi.org/10.3844/ajeassp.2021.430.435

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Keywords

  • Brand
  • Value
  • Human
  • Factors
  • Communication Factors Organizational Factors
  • Factors Information