Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality

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dc.contributor.authorDavid Amani
dc.contributor.authorIsmail Juma Ismail
dc.date.accessioned2024-03-27T12:44:10Z
dc.date.available2024-03-27T12:44:10Z
dc.date.issued2022
dc.descriptionFull - text Article. Also available at: https://doi.org/10.1186/s43093-022-00128-6
dc.description.abstractThe COVID-19 pandemic undesirably affected the hospitality industry, and therefore, preventive measures have been advocated as crucial when revitalizing or rejuvenating the industry. This study investigated the interplay of predicting role of COVID-19 preventive measures, perceived brand ethicality, and brand legitimacy in the hospitality industry in Tanzania during the period of reviving the industry. Furthermore, the study examines the mediating role of perceived brand ethicality in the relationship between COVID-19 preventive measures and brand legitimacy. Data were collected from a total of 405 customers of hospitality organizations recruited via an on-site survey. Data analyses were done using structural equation modeling. Overall, the results have shown that COVID-19 preventive measures had a direct positive effect on brand legitimacy. Additionally, COVID-19 preventive measures could enhance brand legitimacy indirectly via perceived brand ethicality. The study has significant implications for different hospitality organizations and operators in Tanzania and other countries during post the COVID-19 period.
dc.identifier.citationAmani, D., & Ismail, I. J. (2022). Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality. Future Business Journal, 8(1), 13.
dc.identifier.doi10.1186/s43093-022-00128-6
dc.identifier.otherDOI: https://doi.org/10.1186/s43093-022-00128-6
dc.identifier.urihttps://repository.udom.ac.tz/handle/20.500.12661/4425
dc.language.isoen
dc.publisherSpringer Science and Business Media LLC
dc.relation.ispartofFuture Business Journal
dc.subjectCOVID-19 preventive measures
dc.subjectBrand legitimacy
dc.subjectPerceived brand ethicality
dc.subjectHospitality industry
dc.subjectCOVID-19 pandemic
dc.titleInvestigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality
dc.typejournal-article
oaire.citation.issue1
oaire.citation.volume8
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