۱- Introduction

۲- Theoretical background

۳- Materials and methodology

۴- Results and analysis

۵- Discussion

۶- Managerial implications

۷- Conclusion

References

Abstract

This paper develops a multi-disciplinary measure of the brand signature construct by means of literature review and primary data analysis. This study explains that brand signature involves (i) endorsement of consistent consumer attitude toward diffusion of a brand name and brand logo (consists of typeface, design, and color); (ii) the expression and pursuit of a distinct message and the quality of the organization to consumers as well as consistency in communication; and (iii) the implementation, support, and maintenance of hotel brand signature systems based on the use of online/offline media. SEM is employed in order to test the proposed model. The results indicate that brand signature includes dissemination of its dimensions; brand attitude with two components (brand association and brand belief); brand awareness consists of brand familiarity, and brand recognisability; and consistency in brand reputation and prefaced by hotel brand performance implementation. Brand signature is recommended as a tool useful for the service industry to manage their global hotel brand reputation and performance.

Introduction

Brand signature is an original, distinctive design based on the brand personality and identity that is carried across all brand communications. It comprises the essential communication, distinctiveness, and enduring features of a brand, which can reflect a brand’s image and reputation (Henderson and Cote, 1998; Melewar and Saunders, 1998) globally. A brand signature can be an efficient management tool to orchestrate the desired features that an organization wishes to convey to its stakeholders, specific in global market. A brand signature can add value for stakeholders and should clearly connect the name and logo of the organization it represents in the global marketplace (Foroudi et al., 2014; Henderson and Cote, 1998). Brand signature management requires an understanding of company identity in terms of the name and logo as a root of corporate identity and visual identity. Brown et al. (2006) state that studies on brand identity and image has two main levels. The first is an organizational level concerning how a company develops a unique, distinct and enduring corporate identity. The second, utilised here, is an individual level investigation, which aims to understand what company stakeholders think of it. Brand logo and name lie at the root of corporate identity (Balmer, 2001) to transmit the strategic, visual dimensions of identity to various audiences (Hatch and Schultz, 1997; Van Riel and Van den Ban, 2001; Van Riel and Balmer, 1997). The logo and name are the main element of corporate visual identity (Balmer, 2001; Van den Bosch et al., 2006), used to condense firm personality and its values for effective stakeholder presentation (Bernstein 1986; Van Heerden and Puth, 1995; Van Riel and Van den Ban, 2001). The favourability of a brand signature appeals to the extent to which consumers positively regard it and there is a growing need for international marketing scholars not only to adapt to changing global market conditions but also to contribute to public discourse on branding practices.