The Perception of Brand Personality in the Context of Hotel of Undergraduate Students

Abstract

The word-of-mouth communication or telling others a story offers a marketing strategy which is extremely important for the stability and survival of hotel business as the information conveyed through this channel is often perceived reliable. Researcher suggests that a crucial factor that may lead to word-of mouth communication is to make use of brand personality as a strategy for building the unique characteristic of a hotel brand. Brand personality consists of five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. The study aims to influence of these dimensions of brand personality on word-of-mouth communication by collecting data with 400 university students in Thailand. Results reveal that competence are sincerity, excitement, competence, sophistication, and ruggedness have an impact on word-of-mouth communication. These results can serve as guidelines for marketing strategies in the context of hotel industry by building competence personality for a hotel brand and thus resulting in positive word-of-mouth.