Hamid Alizadeh - Department of Business Management , Faculty of Management, Central tehran branch, Islamic Azad University, Tehran, Iran
Hamed Nazapour Kashani - Department of Business Management , Faculty of Management, Central tehran branch, Islamic Azad University, Tehran, Iran

This study aims to determine consumer-brand relationships in the hospitality industry. The data gathered for the purpose of this research adds to our understanding of consumer-brand relationships as a novel generation marketing tool. This data was generated through a structured questionnaire; a total of ۲۵۰ customers who used profiles of five (۵) hotels were surveyed. These hotels were all ranked five stars and located in Tehran, Iran. The data was examined using Structural Equation Modelling (SEM). The findings revealed that the hospitality industry has positive intentions to adopt consumer-brand relationships in order to enhance relationship quality and achieve satisfaction and brand loyalty. The study expands upon existing research on the components of consumer-brand relationships. Furthermore, the partially supported mediation outcome of brand satisfaction is also addressed. Implications, limitations, and future research directions are also discussed.

Consumer-Brand relationships, Brand Value Creation, brand community characteristics, Brand Loyalty