THE MODERATING EFFECT OF REQUIREMENT TO THE UNIQUENESS IN THE EFFECT OF BRAND AUTHENTICITY ON BRAND LOVE IN HOSPITALITY INDUSTRY

The current study aimed to investigate the moderating effect of requirement to the uniqueness in the effect of brand authenticity on brand love in hospitality industry. This study was applied in terms of purpose and was descriptive-correlational in terms of data collection method. The population consisted of the customers of luxury hotels. We selected 222 people by convenience sampling. The data collection tool was a standard questionnaire. We cited to the results of measurement model to assess the validity and reliability of measuring tools, which approved the validity and reliability of the questionnaires. To analyze data, we used the structural equation modeling using Smart PLS software. The results of the hypotheses test indicated that brand authenticity has a positive and significant effect on brand love, but the requirement to the uniqueness does not moderate the effect of brand authenticity on brand love in the hospitality industry. According to the obtained value for the indicator, the general fitness of the model is 0.72 and the appropriate fitness is verified for the general model.