نوع مقاله : مقاله پژوهشی
1 استادیار گروه مدیریت، دانشگاه بین المللی امام رضا(ع)، مشهد، ایران
2 کارشناس ارشد مدیریت بازرگانی
3 کارشناسی ارشد مدیریت بازرگانی
عنوان مقاله [English]
This study investigates the effect of brand image on the perceived price, perceived value, customer trust and behavioral intentions in the five-stars hotels of Mashhad. The research is based on practical purpose and the method of data collection is descriptive and correlational. The population is customers of five-stars hotels in Mashhad in the first half of the 1396 visited these hotels. A sample of 384 is considered. A standard questionnaire was used to measure the variables. Content and construct validity were confirmed by opinions of marketing experts and factor analysis respectively. The reliability of the questionnaire using Cronbach's alpha was calculated is 0/92, indicating good reliability. The data were analyzed through structural equation modeling by LISREL software. Results showed significant and positive impact of brand image on customer trust and perceived price; but the effect of brand image on perceived value did not confirm. Also, findings showed that brand image has significant and positive impact on behavioral intentions through customer trust and perceived price.