The role of brand personality on the attractiveness of the employer' brand through the mediation of emotion and trust (National Oil Company Tourism Hotels Survey)

Today, those companies that have upgraded their hotels through strong branding in their segmentation have achieved market share, superior financial results, and faster growth than brand less competition. Brand personality can portray a better face of hospitality businesses and influence the shopping behavior of hotel customers.The aim of this study was to investigate the role of brand personality dimensions on feelings and trust in the brand of the National Iranian Oil Company. Research method In this descriptive, applied and survey research, which was conducted in the statistical population of management students in Tehran and familiar with the brand of hotels of the National Oil Company. The results showed that the dimensions of brand personality (intimacy, enthusiasm, perfection, strength and competence) have a positive and significant effect on the feeling and trust in the hotel brand of the National Iranian Oil Company and as a result the attractiveness of this brand. One of the most important target markets of the National Oil Company hotels is the employees working in different sectors of the oil industry.Efforts to personalize the brand of these hotels will have an effect on the image for customers and the trust and feeling towards the brand of these hotels and will increase the number of visits to these hotels.