The Influence of Hotel Brand on Consumers' Brand Attitude

The influence of hotel brand on consumers' brand attitude is due to the following reasons.

1. Through factor analysis, the dimensions of brand image of mid-range hotel chains are summarized, including perceived value, brand personality and organizational image.

2. Through correlation analysis, verify the correlation and degree among brand image, consumer's cognitive attitude, consumer's emotional attitude and consumer's purchase intention of mid-range hotel chains.

3. The linear relationship between the brand image of mid-range hotel chains and consumers' cognitive attitude, consumers' emotional attitude and consumers' purchase intention is verified by regression analysis.

4. The results show that the three dimensions of the brand image of mid-range hotel chains (perceived value, brand personality and organizational image) have a significant impact on consumers' brand attitude, among which perceived value has the most significant impact on consumers' cognitive attitude and purchase intention.