Abstract
Brand has been proven to match with human characteristics, lifestyles and preferences. However the relationship between brand and psychological element received little attention. This paper suggests three elements that form the customer-based psychological branding namely sensory, cognitive, and affective. These predictor variables are tested against brand loyalty. The setting for this study was the five-star hotel segment and for that reason guests who had experience staying in the selected five-star hotel segment were chosen. It is concluded that five senses, cognitive and affective are able to influence the evaluation towards hotel brand.
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