A Study On The Relationship Between Brand Personality Of Economy Hotel And Consumer Behavior Intention

Under the pressure of the rising of non-standard accommodation and consumers peronalized requirments,ecomony hotels can not fit consumers requirments.Therefore,researching customers' inner demand from self concept is helpful to build brand personality in the accordance with consumers self concept,then it can establish a emotional connection between brand and consumer,in order to improve self-identification on brand.Therefore,how should the economy hotel segment face these challenges and aviod to be weeded out from market during the transformation and upgrading of industry.The aim of this study is to discuss brand construction of economy hotel from the perspective of brand personality,thus it will make a strong associaton between consumers and brand and improve brand identification.Researches about brand personality originated from America and it had been applied widely,including retail stores.manifacturing industry?tourism and hospitality...but all the studies about economy hotel segment just focus on the traits of brand personality.Furthermore,in China researchers place emphasis on the theoretical analysis on the aspects of current situation?future trends and strategy.There is no studies about economy hotel's brand personality.In order to fill up this gap,this paper attempts to explain the relationship between brand personality and consumers behaviour intentions based on social psychology theory of self-congruity.Results show that:the brand personality of economy hotel in China has three dimensions:sincerity,wisdom and competence,partially consistence with Aeker' s conclusion.And two of the three dimensions of brand personality has a positive in fluence on behaviour intention.The findings of this paper indicate that function congruity has a positive impact on behaviour intention than self-congruity.The study also concludes that function congruity is a partical mediator on the relationship between brand personality and behaviour intention.On the contraty,self-congruity has no mediation effect on the relationship between them.