David AmaniIsmail Juma Ismail2024-03-272024-03-272022Amani, 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.DOI: https://doi.org/10.1186/s43093-022-00128-6https://repository.udom.ac.tz/handle/20.500.12661/4425Full - text Article. Also available at: https://doi.org/10.1186/s43093-022-00128-6The 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.enCOVID-19 preventive measuresBrand legitimacyPerceived brand ethicalityHospitality industryCOVID-19 pandemicInvestigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicalityjournal-article10.1186/s43093-022-00128-6