Investigating the impact of brand trademark on the customer re-purchase intention from Three-star hotel in Tehran

Elements such as name, design, color, typeface are the most important elements of the brand that can attract consumers to the brand and influence their purchasing decision. Therefore, the present study was conducted to investigating the impact of the impact of the brand trademark on the customer re-purchase intention from Three-star hotel in Tehran. This research is applied in terms of purpose and quantitative in terms of method. The statistical population is the customers of Three-star hotels in Tehran. Due to the researcher's lack of access to the total number of people in the population, the available non-probability sampling method was used and the size of the statistical population was determined based on Cochran's formula of 384 people; 436 questionnaires were analyzed. The data collection tool is the standard questionnaire of Froudi et al. (2019) which was approved by university professors for validity assessment and Cronbach's alpha test was used to assess its reliability. The alpha coefficient for the whole questionnaire was calculated to be 0.964. Which indicates confirmation of the reliability of the tool used. The collected data were analyzed by Spss26 and Amos26 software through statistical tests at both descriptive and inferential levels. The results showed that the brand brand through attitude and brand reputation affects the customer's repurchase intention from three-star hotels in Tehran. This study helps marketing managers to design an effective brand that increase competitive advantage of hotel.