the role of brands in the composition of the mental image the services sector clientele hotels in...

8/10/2019 The Role of Brands in the Composition of the Mental Image the Services Sector Clientele Hotels in Jordan (An Emp

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22 Ali Falah Al-Zoubi

Impact Factor (JCC): 4.9926 Index Copernicus Value (ICV): 3.0

in the eyes of consumers, and contributed to globalization and the significant expansion in the size of the markets and rapid

technological advances and the speed of communications in the orientation of organizations to focus on the brand as a

framework expresses the value and quality from the viewpoint of customers, and has become these signs occupies a large

portion of interests that have increased with the increase in spending and the multiplicity of phenomena of consumption,which led them to choose the quality of hotel services specific trusted its brand, which has become distinctive and serves as

a certificate of good quality of service substitute for effort promo in many cases (Balaji & Hartline, 2001, p 328).

The brand has a special meaning in the mind of the consumer, which is so powerful that can positively influence the

decision to purchase any service, and in order to be any attempt to increase the fame of the brand successful, we must

distinguish the service or the service for the rest of the hotel services available in the market, as the these names and brands

have succeeded in creating impressions of their own in the minds of a very large number of customers, by creating

conviction in the minds of potential customers that service hotels that carry the brand, it is a service hotels upscale and

unique bear the characteristics and trends of service and paint a picture of the organization (Keller, 2003, p545). The brand

symbol of service representing advertising medium for hotel services organization, and the growing importance of

integrated marketing communications, the power of the brand gives the service of great economic importance through

which to enter the market, creating an incentive for organizations to allocate large sums of money to those who designed

the brand in simple and attractive expressive properties of the service, and a way that achieves a high degree of correlation

between the distinctive brand and between customers, and makes them hesitate on everyone's lips and in every place, and

this contributes to the expansion of the organization in production and increases its ability to satisfy the needs of the market

and thus increase the profits of the organization 0.2007, p: 2) Yannopoulos). The brand serves as important evidence for

the consumer in terms through which they can distinguish the source of hotel services with which it deals, and thus make it

easy marketing process, but the fear of exposure of these signs to the risk of fraud and counterfeiting, which adversely

affect the services National Hotels, and the integrity of the economic security of the country, push countries to seek to

adopt regulations to ensure the protection of non-aggression on brands, has issued a national legal texts and has decided to

conclude international treaties under which the provisions and penalties for various attacks and issues arising from

trademark counterfeiting. (Lamb, et al., 2006, p: 28)

METHODOLOGY

Knowledge and Practical Issue

Literature suggests prior to the critical importance of brands in terms of name and logo and the characteristics of

the company in terms of size and country of origin, prevalence and experiences in the composition of the image and a

positive impression about the company's reputation and standing of hotel services in the market, and as the global market is

witnessing large number of numerical increasingly service hotels and high competition, imposed standards new owners of

organizations, is in the selection and preparation of a trademark and logo crossing and creatively to their projects to serve

as a customer eye that sees them service and recognizes its existence and its quality, though the absence or lack of a

trademark characteristic of the service may lead to malfunction and failure to continue to provide services for hotels in the

market, this and other things drove the researcher to try to identify the problem and determine the size and dimensions,

through the study of the role of the brand elements in the formation of a mental image with customers.

The Questions

The study can determine the problem and its dimensions and to achieve their purpose by answering the following


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The Role of Brands in the Composition of the Mental Image the Services 23Sector Clientele Hotels in Jordan (An Empirical Study on Hotels in Amman)

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question:

Is there a significant moral effect of a brand name in forming a mental image of the hotel to the customers

services sector hotels in Jordan?

Is there a significant moral effect of the brand logo in forming a mental image of the hotel to the customers

services sector hotels in Jordan?

Is there significant effect morale for the name and logo of the brand in the famous hotel with customers?

Is there significant effect morale for the name and logo of the brand in preference to the hotel customers?

Is there significant effect morale for the name and logo of the brand in the reliability of the hotel to the customers?

Is there significant effect morale for the name and logo of the brand in the quality of hotel services with

customers?

Is there a significant effect morale for the name and logo of the brand excellence in the hotel from competitors?

Is there significant effect morale for the name and logo of the brand in a modern hotel and its development with

customers?

Is there a significant effect morale for the name and logo of the brand in the hotel went about his clients have

customers?

THE OBJECTIVES

This study aims to :

Measure the impact of elements and components of the brand in the formation of a mental image with customers

services sector hotels in Jordan ,

identify the most important factors influencing the formation of this image with customers services sector hotels

in Jordan ,

Identify the impact of demographic factors in the formation of a mental image with customers services sector

hotels in Jordan ,

In addition to access to the results of the implications of which can make recommendations achieve the purposeand objective of this study

THE IMPORTANCE

Occupies the services sector hotels of major importance in the structure of the national economy of Jordan, which

is one of the industries that support economic and social development, and is a cornerstone of a strong strategic to the

national economy of Jordan, so the importance of this study represent add scientific modest and new in the field of study

and the statement of the role of elements and components of the brand in the formation of mental image with customers

services sector hotels in Jordan, and contribute to the database configuration information and data to help organizations to

understand the motives and goals of the brand.


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MULTIVARIATE'S & MODEL

Requires a study to clarify the problem and achieve their goals to build a default form, through which identify the

independent variables of the brand and the variables of the approved indications mental image, as shown in the following

Source:(Prepared by the researcher, 2013)

Figure 1: Model Searh

HYPOTHESES

This study built on the following assumptions:

The First Hypothesis: There is no significant effect of the moral elements and components of the brand

(name and logo) in forming a mental image of the hotel to the customers services sector hotels in Jordan.

The Second Hypothesis:No significant effect of morale for the independent variables of the study combined

(elements and components of the brand) in forming a mental image of the hotel to the customers services sector

hotels in Jordan, and this hypothesis stems from the following sub- hypotheses:

There is no significant effect of morale for the independent variables in the combined famous hotel.

There is no significant effect of morale for the independent variables of the study combined in preference to the

hotel.

There is no significant effect of morale for the independent variables of the study combined the reliability of the

hotel.

There is no significant effect of morale for the independent variables combined in the quality of the hotel services.

There is no significant effect of morale for the independent variables of the study combined excellence in the

hotel from competitors.

There is no significant effect of morale for the independent variables of the study combined in modern hotel and

its development.

There is no significant effect of morale for the independent variables together in the hotel went about his

customers


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BOUNDARIES AND SCOPE OF THE SEARCH

Time Limits:From 01.06.2013 to 01.01.2014.

Spatial Boundaries: Customers (hotel guests) during that period.

Human Border:Search is limited to a sample of non-Jordanian customers only.

Border Objective: Find the confined limits of a regular hotel services as the services are not affected much

advertising to sell, but is largely dependent on the intensity and effectiveness of personal selling as limited

research on the mental image and brand.

METHODOLOGY OF THE STUDY

Society and the Study Sample

The study population consists of all hotels operating in the city of Amman five-star and four, and represented all

the customers who deal with these hotels of (20) Hotel, according to the annual report of the Jordan Hotels Association

2012, Regarding the way and how they have been through which restrict the size of the study sample, the researcher has

determined by statistical formulas adopted in the calculation of the study sample in the absence of prior knowledge or an

estimate of the percentage of correct, and assuming sampling error o.5 and 95% confidence level, and the critical value

(1.93) and according to the law of the sample size (Ali Al-Zubi, 2012, p 54), and so the researcher obtained a

representative sample of the community overall, where he settled total customers covered within the study sample (484)

Single with increase by 10 % because they stratified spread over a large number of hotels, then calculated the sample size

for each hotel in light of the capital and as it represents a percentage of the total capital hotels combined, so this number is

distributed on the branches of these hotels and deployed in Amman way soft, and table 1 shows the names of the hotels and

the number of questionnaires distributed.

Table 1: The Number of Customers Who Represent the Population of the Study and the Sample in the Services

Sector Hotels

The Number of Customers of

the Study SampleThe Name of

the Hotel

The Number of

Customers of the

Study Sample

The Name of the

Hotel

15Meridian85Marriott

13Royal60Holiday In

13Radiounsas29Sheraton

12Craon blaza26Regency Palace

10International24Inter Continental7Jaroniana24Grand Palace

7Janifa23Hyatt Amman

6Sanrook18Jerusalem

5ALmanar18Arwaad

4Taikei16Four Seasons

424Total

Source:(Annual report of the Jordan Hotels Association, 2013)

Type and Nature of the Study

Is this study and descriptive analysis where the researcher used the descriptive method to indicate the

demographics of the customers, and the researchers conducting this study in the actual environment in which it operateshotels and during its dealings with its customers, and without imposing any controls or pressures or even restrictions may


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control in the final results, which may be reflected in a negative way on the recommendations, so the current study is the

field study that the information collected was from customers directly, which is an analytical study of deductive used the

researcher quantitative method to collect data from customers through a questionnaire has been designed specifically to

serve the goals and purposes of the current study and directions Aldrashah

Method of Data Collection

Includes secondary sources that have been gathered from sources desktops, and is this data in the literature and

scientific materials, books and specialized journals and newsletters related to the subject of brands, in addition to the

statistics, newsletters, internal records the official statement issued by the competent authorities and hotels in Jordan, and

the primary sources : the data relied upon by the researcher through a written questionnaire design was developed to

service the subject of the current study, so that covered all aspects upon which the hypotheses.

Data Collection Tool

The researcher used a questionnaire written composed of two parts : Part I : to know the demographics of the

respondents (gender, age, educational qualification and monthly income.) And Part II and included (48) is covered by the

terms of the (1-48) the following dimensions : elements and components of Brand : brand Name: included (7) phrases

brand logo : included (8) phrases. Forming a mental image of the hotel : E - famous hotel included (4) phrases, preference

hotel included (5) words, the reliability of the hotel included (6) terms, the quality of service : included (4) phrases, stand

out from the competitors : included (5) phrases, development and modernity : included (4) terms, the trend towards

customers : included (5) phrases

Style Data Analysis

Data were entered in a computer program within the

Statistical Package for the Social Sciences and Economic (SPSS,) where the researcher used the following

statistical methods:

The arithmetic mean and frequencies and percentages in order to describe the views of a sample study on

variables of the study and to determine the importance of the language in the resolution.

Multiple Linear Regression Analysis (Multiple Regression): In order to test the relationship between the

independent variables in the dependent variable.

Test Analysis of Variance (Anova): In order to test whether there were statistically significant differences in

answers between the study sample set of independent variables and the dependent variable attributable to the

demographic characteristics of the respondents to the customers.

Cranachs Alpha Test: In order to test the reliability of the data collection tool used to measure the variables

included in the study, the value of Cranachs alpha (94.33 %), the ratio is excellent for the purpose of

dissemination of the results of the current study.

PREVIOUS STUDIES

There are many studies that have addressed the issue of the impact of advertising on consumer behavior, have

varied in the way of discussion of the effects of the brand, and will display some of those studies Researchers to study the


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Study Biricik, (2006) in order to identify the role of design and output logo in creating emotion or link specific to

the customer toward television advertising and the formation of a mental picture, and carried out through the

comparison between the design and the output and the logo of two companies APPLE and IBM, have been used

to gather information interviews in addition to publications the two companies and their data, where the studyfound that good design and the output of the logo reflects positively on the realization of the study sample it

affects them emotionally, as the study confirmed that this leads to increased correlation study sample brand and

thus increase their loyalty to the company. (Salah Zinedine,2010)

Study Strasbourg Strasburger (2005), The aim of this study was to clarify the negative effects of advertisements

on mental image in children and how the advertising industry in the United States has spent $ 20 million on ads

children in 2000 and increased the ads 20 times in 1995, and the results of this study show that advertising

contribute to the development of the doubt when children when compared to what they see reality and there is a

relationship between advertising and the practice of unhealthy eating habits. (Hamid Catri, 2013).

THE THEORETICAL FRAMEWORK FOR THE STUDY

Brands

Focuses entrance catalog talk on building a brand and not services for sale, and the brand has imposed itself due to

the multiplicity of hotel services that satisfy a specific need and multiple sources of production, and in no resemblance to

the elements and components, specifications and form of the outer, it would be difficult for the buyer to distinguish

between a service other services similar hotels have, and that lead is often damage to the buyer at not being able to get the

service the preferred result difficult to distinguish, as well as damages that may occur to one of the service for the benefit

of the service the other contender for him, these and other limited service to discrimination hotel services through the use

of names or phrases or signs or symbols or fees or a combination of them in order to define the service and to enable the

consumer to distinguish this hotel services from other competitors, at a time when it is becoming the hallmark of the

service means the level of quality of (Roth, 2005, p: 165). And serve the brand 's interest service or owner at the same time

in the interest of the consumer, in that it guarantees him a certain level of quality of the product or service, due to its

significant role and importance in the activity of the organization, has focused most of the legislation by issuing civil laws

to protect trademarks and given also the intellectual property right for those who the registration of this mark and

accounted for himself and prevent others from using it, and he objected to the use the mark similarity mark used by, in

addition to that most of the laws secured the protection of criminal trademark owner to suit tradition or forgery or use or

unfair competition, or so-called crimes of assault the property rights of the registered trademark(Union of brands, 1988, p 6).

I've known brand in all civilizations and a long time ago as a tool for alerting, guidance and definition and a

means of distinguishing the goods of service for the goods of another service, and then evolved over the years as a result of

the need for the definition of things and its owner and turned in our time to a major tool in the world of marketing the

emergence of a trademark registration and protection, the fact that the brand has become an important element of

competition and superiority and discrimination, which serves as the tool by which the organization can offer itself to

consumers in target markets (Kotler & Keller 2006. p: 274). emerged the concept of branding at the stage of the Middle

Ages, particularly when communities specific communities are craftsmen and traders, as used in this category, especially

in France and Italy put their names on the hotel services, and the brands in that era of time include two types depending on


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the purpose of use of the first type is what might be called a marked stamp was stamped on the property animals, for

example, and so to prove ownership and the significance it, and the second type of signs is the so-called signs of

production and the purpose of the use is different than the first type were used by groups of manufacturers and traders to

identify maker hotels, source and quality assurance, and that the use of these signs then it is compulsory and is a legalobligation on both the manufacturer and the merchant can follow them if they sell the services hotels invalid or defective

(Zinedine 0.2009, p 25). Among the most prominent attributes of the modern era the industrial revolution and the booming

trade in the New World as a result of changes in the various economic systems, where she played brands an important role

to become a key factor in manufacturing processes, production and distribution, by providing services hotels variety of the

same class differ in quality and features and at varying rates to consumers, which provide alternatives to choose by

selecting the label of hotel services in the market, which is intended to specifically brand, With the development of trade

and different shape to become a system for the sale of a wide variety of hotel services produced by the industrialists are

different and they send their industry to sell them in cities and other countries exceeded and abused the role of trademarks

from the definition of ownership to other jobs, and the mandatory use of turn out to be the origin of an important project

assets economic (Zinedine 0.2009, p 26). believe (Morgan, 2009, p: 151) that the mark is one of the most important assets

owned by the companies, it's visual identity of the company which is larger than the limit in the logos, colors, names,

shapes and packaging, with the fact that all of the elements mentioned elements and components visual function on the

mark, before be providing any new service to the market, is given a name and a logo and colors and form, all of the

elements and components of the mark, but the brand is not yet have a presence in the market where you know the mark

when it is introduced in the market and interact with customers and then made up then the relationship of confidence and

stabilize the mark in the minds of customers.

Brand Concept

The word brand brand is derived from the Old Norse brander which means" burning or marking" is used to refer

to the marking In order livestock to clarify ownership, where the brands and still is the means by which it was which to be

able to livestock owners from marking their animals to distinguish them (1:. (Ryder, 2006, the concept of the brand as part

of the marketing strategies with the advent of the industrial revolution and the increasing number of goods and types of

traded around the world, and the origin of the brand to the beginning of the nineteenth century when it was the owners of

professions and trades put markings on hotel services technical or utilitarian, was first established brand in Britain in 1876,

the first brand was registered in 1893 in favor of the company," Longines" the Swiss watch industry, and at the present

time evolved tags to a system of trademark registration and protection legally, and the system helps consumers to identify

services hotels that want to purchase it because the nature of these services hotels, quality and which shows them a

distinctive brand that would meet the needs of consumers. (Riezebos, 2003, p: 5) knew the American Society of Marketing

(AMA) brand it (any name or term or mark, design or code or a combination of the foregoing is intended to define the

hotel services provided by various organizations to distinguish products and services for other products and similar

services that are subject to competition), in what is known (Keller, 2003, p: 4) brand as dimensions that are identified for

the service, which lead to distinguish for hotel services again meet the needs of customers, may be these dimensions

tangible and intangible, rational or symbolic emotional, while known (Landa, 2006, p: 10) as the total assets of the

functional, emotional and symbolic that characterize the service, service or organization from competitors in the mind

customer.


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Tools and Forms of Building Brand Identity

Indicates (Kotler, 2000, p: 78) to the existence of tools and forms used in building brand identity in order to

strengthen the visibility and the tools and shapes are:

Names or Words: The intended name here the name of the person or his family or any word suggesting

something particular or specific meaning so that it is clear and understandable and known, regardless of the

language that states, such as Ford in American cars (Rashdan, 2009, p 18), and these names and words expresses

the property a short sentence associated with the mark and come to the mind of the consumer or customer

whenever remember the brand or to hear or remember the brand and reflects the salient feature of the service, and

is characterized by the features aimed at the targeted segment of the market, Fsharkp Mercedes, for example, we

find that her (Engineering), and the BMW is the word (power performance), and her company VOLVO (safety).

Logo:It is information that is associated with repeated brand name and logo close to the floor in the picture, but it

is a short sentence associated with the name of the brand, which is a piece of information can a trader with the

brand to remember and make it a special advantage in that brand, for example: (Airline international favorites) is

the motto of the British Airways (the right choice) is the motto of the company T & AT (we come beautiful things

to life) logo for the General Electric Company, and believed (Keller, 2003, p: 44) that because of the nature of

non-verbal or written slogans it can be changed whenever the need arises and transported across multicultural, has

been used logos and icons over time as a means to identify the origin and ownership of the organization or

service, and contribute to the nature of visual slogans and symbols in the speed discrimination hotel services and

companies with those logos, but the problem of keeping the slogans and symbols in memory and speed

summoned still pose a concern and depend on the clarity and the degree of complexity of the design, the more

discrimination has become a service for other hotel services more difficult.

Colors: Where Any dealer or service provider to take the colors brand him, it is possible that the mark be one

color or more colors or that represents the color is part of the brand such as placing a red dot or yellow inside any

geometric shape such as Alpersel powders laundry where he developed big points green color within the total

circuit, and may mix more than the color of the colors in a single brand, (Rashdan, 2009, p 21), and the color is

that is associated in the mind brand, organizations are using color to form an impression in the mind of the

customer about the brand business so that the identity of those brand contributes to identify the name of this

distinctive brand, Vsearh BMW when you remember comes to mind blue, and Caterpillar (Caterpillar) used

yellow color in all its mechanisms and equipment, and color play an essential role in the perception of customers

of the brand in various ways, and finds (Sekaran, U., 2000, p: 14) that customers are using the colors as a way to

identify the brand or service, it is well known to customers that the blue color in soft drinks symbolizes Pepsi and

the red color symbolizes Coca-Cola, while see (Madden, 2000, p: 19) that colors play an integral role in all of the

hotel services and services, packaging and logos, which is considered an effective way to create and maintain

brand image and organization in the minds of customers, and could reflect the color image positive or negative

about service, service, or organization, according to many factors, including the culture of the community

prevailing about the colors.

Images:Symbols, and Designs and Shapes:Where Any dealer or service provider to take pictures, symbols,


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and designs and shapes brand him subject to approval by the owner of the image or the consent of the legitimate

representatives of the people deceased recently, such as the image of the man Indian Mankal Chicken Tikka"

(Rashdan, 2009, p 20), thus, the brand associated with one of the famous characters, as used by the organizations

characters and symbols given by connecting these characters to hotel services, whether these characters real orfictional Fsharkp Nike shoes exploited basketball player famous Michael Jordan to announce its shoes, but not

limited this tool the symbols of personal, but there are designs of weave visualization helps build a sense of

required and linked to the service, if an insurance company using the design (solar) or awning, or the other

company using the (rock of Gibraltar) to demonstrate the toughness the company behind the code user

(Zinedine, 2010, pp. 262-264).

The Letters and Numbers: Where any dealer or service provider to take the letters and numbers brand has

provided visibility in the form of special creative does not matter the way you write or the language in which you

write, such as 7 UP Drinks (Zinedine 0.2010, p 262).

Group Stories:They started to tell about the organization and its services and relies a lot of companies on the

storytelling of the organization, especially if this company has positions funny or poignant attract to hear, many of

the leading organizations have positions in its inception and with the objectives and hotel services, such as

company Ford, Sony and Microsoft, as these stories sometimes show the history of these organizations in terms of

growing up, and tell the stories of the success of the organization and the struggle to create, and sometimes turned

over the fairness of the deal and the trend towards customers, and sometimes demonstrate their interest on quality,

whatever the company went from stories supplied by, they used these stories to the consolidation of the required

mental image that represents the identity of that mark in the mind of customers. Criteria for selection of the brand.

Confirms (Kotler, & Keller, 2006, p: 282) that a good brand should be characterized by the following criteria:

Easy to Remember: Memorable so that they are simple and easy to read and easy to understand speech and

pronunciation and conservation can easily remember and evocation of the mind of consumers.

To be Meaningful and Meaningless:Meaningful to reflect the specifications of the commodity and its benefits

and its benefits and to be attractive and desirable by the consumer and are valid for use in all media and

advertising.

To be Grainy:Likeability and be unique aesthetic and formal appearance and characteristic of the product or

service from the rest of the other brands of the same category of the item or service.

Removable:Transferable so it can be transported to other varieties and other geographical areas.

Adaptable:Adaptable and be adaptable over time.

Protection:Protectable be protected under trademark law.

The Mental Image

The Concept of Mental Image

Mental image is the" impression image thing in mind," or more precisely :" the presence of an image thing in

mind," and returns this term to the Latin word Image and meaning of the language" simulation and representation," but themeaning physicist is a" reflection", which is the sense in which stated in the Webster's dictionary as among"The mental


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image is the perception of mental common among members of a particular group at someone or something specific," which

means submission mental for anything can not be presented to the senses directly, or is the simulation of the sensory

experience associated with the emotions of certain about certain personal or philosophy, a retrieval of what Achtzneth

memory or imagine what I've realized the senses of vision or smell or hearing or touch or taste. emerged the concept ofmental image as a term customary in the early twentieth century and launched (and Altrlbiman) and serve as a basis for the

interpretation of a lot of influence operations in which it operates and the media targeting mainly the human mind, and

refers simply to the first thing that occurred to the customer at the mention of the company or one of the hotel services, and

represent the mental image motivation is sincere and powerful engine for individuals look through it to their surroundings

and understand the basis of this picture, which serves as the final output the impressions of self, which consists in their

minds about something particular, has been composed of such impressions through experiences of direct and indirect,

associated with these experiences the emotions of individuals and their attitudes and beliefs about these things Gottschalk,

2003, p: 61)). known mental image as the process of cognitive psychology relative return cultural origins, which is based

on the perception of individuals Optional direct and indirect for the attributes and characteristics of Shi what

(service, company, individual, group, community, system and so on) and the formation of impressions and trends

emotional about this thing (positive or negative), and the result of these trends and impressions trends behavioral

(Internists or phenomenon) in the context of a particular society, this may take the perceptions, attitudes and trends forms a

fixed or non- fixed, accurate or inaccurate Van Heerden 2007, p: 29)).

Mental Image of the Brands and Their Value in the Market

Constitute trademark is an important part of the fabric of life maintained a presence on the business arena is not

just something normal compared to the service or regular service, The mark of Commerce, which have a life of their own

based on the original service and identity of self and values of its own, and that amount by into a new, multi-faceted,

service that will enable is what is synthesized factory, the brand, it is accepted consumer to buy it, and therefore, the

mental image of the brand represents all of the information received by the consumer for the commodity and services, or

the owner of this service, or his trademark through experience, advertising and packaging the service and the views of

other consumers and other factors that overlap to form an impression about the brand (Jeffrey, 2003, p 10-12). considers

the value of the brand as a franchise marketing of the product or service brand for business as a result of the presence of

certain ideas about this service hotels and brand name in the minds of consumers, and affect the mental image of the brand

on its value and its position in the market through several dimensions is to add new information to the perception of the

current existing service, and support the current understanding about the service, as they occur reviews lightly on your

perception about the service, as well as it produces by rebuilding the entire perception of the service. depends how people

behave towards hotel services on the mental image they already have, and that any change that affects the image will be

followed by a change in behavior, and therefore the nature of the image and how to set up and the changes that may arise is

one of the things important that should be of interest to those who want to influence the opinion of the consumer or to

measure trends. (Symbolic Arab 0.2009)

Types of Mental Image

Indicates (Synder, 2000, p: 97) to have a mental picture of the types are:

The Mirror Image or Self:An image in which the organization can see itself.


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The Current Picture:It is that image that looks to outsiders, organization or service.

The Desired Image:It is that image that you want the organization in composition for itself or for hotel services

in the minds of consumers.

Optimum Picture:A picture and optimization that can be achieved if the competition of other organizations, in

addition to efforts to influence others.

Multi- Image:He spoke in the event of exposure of consumers to different representatives of the organization

gives every impression of them different from the other, it is natural that this diversity does not continue long, it

turns into a positive or negative image or that combines the two in a uniform manner.

Dimensions of mental image. Composed according to (Keller, 2003 p545-550) from four major dimensions The

first regards the service in terms of quality and innovation, and the second dimension with respect to persons and

relationships in terms of the orientation of the Organization towards customers, the third dimension is related to the values

and programs in terms of social responsibility (liability the organization to the community) and care for the environment,

and the fourth dimension regards the credibility of the organization in terms of expertise and preference and confidence,

and mean quality as part of the image of the organization, the understanding of customers that the organization is providing

hotel services of high quality in terms of efficiency, effectiveness and suitability to their needs and desires. The

organization draws some customers from the standpoint of customers, it means they understand the extent of the

organization's response to them and the amount of their attention, and whether the customer's voice is heard at the

organization or not. The understanding of the customers of social responsibility means that they understand the extent of

the organization's contribution in the software development community and support various activities and the pursuit of the

organization to improve the living conditions of the community, and means the organization's credibility among customers

degree of awareness of customers that the company is offering hotel services that meet their needs and desires, and linked

to the credibility the organization's reputation and rely on three factors are:

The Experience of the Organization:To what degree a customer sees that the organization has the knowledge

and ability to develop and sell the service better than competitors.

The Reliability of the Organization or the Degree of Confidence in the Organization: It is the sincerity of the

organization with customers and their sense of security to deal with it and the extent of its commitment to the

promises they traveled.

Preference: It is the degree to which the customer sees the organization and hotel services as desirable and

attractive and well worth dealing with. (Keller, 2003 p545-550).

The Select (Gupta, 2002, p87) -dimensional components of the image of the organization from the standpoint of

customers and which more contribution to distinguish the organization from its competitors, and knew dimensional

components of the image of the organization in two main dimensions organization's capabilities and social responsibility,

and made up the capabilities of the organization of their experience and the quality of hotel services and orientation

towards customers and Apetkaraha and development and after-sales service. The (Westberg, 2004) has been known to

seven dimensions of the image of the company, namely:

Care:The extent of the organization's ability to respond to customers and take care of them.


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Competition:The strength and success of the organization and set it apart from competitors.

Innovative:The ability to be creative and come up with all new.

Fame:The extent of its popularity and reputation of the organization and whether they are classified as No. 1 in

the market

Process:The multiplicity of resources and capabilities and the efficiency of the company

Inherited expertise:History of the organization and whether linked to the history and culture of the community

Credibility: The degree of confidence in the organization and feel secure with it.

OPERATIONAL FRAMEWORK FOR THE STUDY

Analyze and Discuss the Results of the Field Study

Researchers used the duplicates and the percentage of information on demographic factors which have been

obtained from customers through answers, and the answers can be summarized in the table (2) below :

Table 2: The Distribution of the Study Sample to Customers

Percentage%DuplicatesCategories and TitlesVariable62.5265FemaleGender

37.5159Male

32.813920 years or lessAge

37.315821 years old - 25 yearsold

29.912725 + years

17.273Secondary EduQualification

53.3227Bachelor21.089Master

8.335PH.D

17.775500 dinars or lessMonthlyincome

47.9203501 KD - 800 KD

17.876801 dinars --1200 dinars

16.6701200 dinars and more

Shown in Table (2) as follows :

The percentage of females was 37.5% of the sample, while the percentage of males 62.5% of the study sample .

The reconstruction of the highest percentage of respondents in the sample are concentrated in the category

repeatability (21 years - 25 years) and formed representing 37.3% of the total study sample .

That the campaign first university degree (BA) are the most in the study sample, where numbered (227) and

responsive at a rate of (53.5) percent of the total size of the sample surveyed .

The majority of respondents in the study sample are those with monthly incomes of more than 501 dinars, and less

than 800 dinars and formed a rate of (47.9) percent of the total sample size.

Data Analysis and Hypothesis Testing

The study hypotheses were tested in the second part of the questionnaire, and the following table shows the test


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results of multiple regression and simple for these variables :

Table 3: The Results of Multiple Regression Tests of the Impact of Simple Elements and Components of the Brand

in the Formation of a Mental Image

StatisticalDecision

TTabulate

d

TFTabulated

FR2Sig.Independent variable

Hypothesiswas rejectednihilism

3.66265.11

.543.000Brandelements

Elements and components of Brand

Rejection1.65511.64.535.000Name

Rejection1.63316.37.353.000Logo

In this type of tests indicate decision rule to that if the F value calculated is greater than the value of F

spreadsheet, it is rejected hypothesis nihilism, and accept the alternative hypothesis, and therefore, it is clear from the data

contained in the previous table (3) that the F value calculated is (265.11) while the Tabulated value (3.66), and comparing

the values that have been reached in the test this hypothesis, it appears that the calculated value is greater than the tabular

value, so it is rejected hypothesis nihilism and accept the alternative hypothesis which states that" the existence of the

effect of the elements and components of the brand (Name and logo) in the formation of a mental image with customers

services sector hotels in Jordan", and this is confirmed by the value of significance (Sig.) amounting to zero, where it is

less than 5 %, also indicates that the variation in the elements and components of brand explains what rate (0.543) of the

variance in the formation of a mental image with customers services sector hotels in Jordan, as the results show that there

is a statistically significant relationship between the elements and components of the brand (name and logo) and the

formation of a mental image with customers the hotel sector in Jordan. Were also finding averages and deviations The

standard elements and components of brand.

Table 4: Averages and Standard Deviations for the Elements and Components of Brand

ResultStandard

DeviationSMA

Phrase

Elements and Components of the Brand (Name and Logo)No.

Phrase

Brand NameOK.7994.212The name of the hotel, which I deal with it appropriately1

OK.9323.845Boosted hotel name Tugeati to deal with being a valuable2

OK.9033.778Reflects the name of the hotel, which I deal with his image3

OK.9393.689Gives the name of the hotel indications of the quality of its

services

4

OK.9423.856Suggests the name of the hotel, which I deal with the trust andconfidence

5

OK.8673.823Line written by the name of the hotel, which I deal with itappropriately

6

OK.8833.810The colors used on behalf of the hotel, which I deal withappropriate

7

Brand LogoOK.8983.925Hotel logo, which I deal with it appropriately8

OK.9393.758Logo represents a symbolic value9

OK.9303.684Raises my attention slogan hotel, which I deal with10

OK.9343.653Hotel logo, which I deal with meaningful11

OK.9813.526

Hotel logo takes into account the values and traditions of our

society12OK1.043.527There is harmony between the meaning of the logo and the13


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values that I see it

OK.8583.746Line written by a suitable logo14

OK.8733.800The colors used in the logo suitable hotel15

Table shows (4) as follows:

The arithmetic mean of the elements and components of the brand ranged between (4.212 -3.526) and phrase (1)

which states that" the name of the hotel, which I deal with it appropriately," is the highest among the averages of the

answers, while the phrase number (12), which states that" I feel that the hotel logo, which I deal with taking into account

the values and traditions of our society" was the least among the averages of the answers, and in general, the responses of

the sample was positive on all ferries.

The averages for the brand name ranged between (4.212 -3.689) and phrase (1) which states that"the name of the

hotel, which I deal with it appropriately," is the highest among the averages of the answers, while the phrase No. (4), which

states that" gives the name of the hotel semantics at the level of quality of service provided," was the least among the

averages of the answers, and notes that in general the responses of the sample was positive on all ferries.

The arithmetic mean of the brand logo ranged between (3.925-3.526), and that the phrase No. (8), which states

that"the hotel logo, which I deal with it appropriately," is the highest among the averages of the answers, while the phrase

number (12), which states that" I feel that the hotel logo, which I deal with taking into account the values and traditions of

our society" is at least between the averages of the answers, and in general, the responses of the sample was positive on all

ferries.

Table 5: The Results of Multiple Regressions to Test the Effect of the Independent Variables Combined

(Elements and Components of the Brand)

Independent variableSig.R2FF

TabulatedStatistical

Decision

Elements and components of Brand.000

.633

366.720

3.45Rejection ofnihilism

Dimensions of thein thehe Brandof the Elements and Components of tEffectThe

Mental ImageafFormation o

Famous hotel.000

.454

179.433


Preference hotel.000

.417

180.854


Reliability hotel.000

.332

123.332


The quality of the hotel services.000

.443

151.476


Distinguish the hotel fromcompetitors

.000

.487

179.698


Modern hotel and its development.000

.487

145.965


Directed toward the hotel customers.000

.487

145.998


Suggest decision rule in this type of testing to that if the F value is greater than the calculated value of F

spreadsheet, it is rejected hypothesis nihilism, and accept the alternative hypothesis, and therefore, it is evident from the

table (5) as follows:

The F value calculated is (366.720) while the Tabulated value (3.45), and comparing the values shows that the


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calculated value is greater than the table-driven, so it is rejected hypothesis nihilism and accept the alternative

hypothesis, which states that" There is no impact of the independent variables combined) elements and

components of the mark commercial) in the formation of a mental image with customers", and this is confirmed

by the value of significance (Sig.) amounting to zero, where it is less than 5%, as the results indicate that thevariation in the independent variables combined (elements and components of the brand) explains what of (. 633)

of the variance in the formation of a mental image with customers.


calculated value is greater than the tabular value, so it is rejected hypothesis nihilism and accept the alternative

hypothesis, which states that" There is no impact to the independent variables combined) elements and

components brand) in the famous hotel with customers", and this is confirmed by the value of significance (Sig.)

amounting to zero, where it is less than 5%, as the results indicate that the variation in the independent variables

of the study explains what rate (.454) of the variance in the famous hotel with customers.



hypothesis, which states that" There is no impact of the independent variables combined in preference hotel with

customers", and this is confirmed by the value of significance (Sig.) amounting to zero, where it is less than 5 %,

as the results indicate that the variation in the independent variables explains representing (.417) of the variance in

preference to the hotel customers.



hypothesis, which states that" There is no impact of the independent variables combined in the reliability of the

hotel with customers", and this is confirmed by the value of significance (Sig.) amounting to zero, where it is less

than 5 %, as the results indicate that the variation in the independent variables explains representing (.332) of the

variance in the reliability of the hotel with customers.



hypothesis, which states that" There is no impact to the independent variables combined) elements the brand

components) in the quality of hotel services with customers", and this is confirmed by the value of significance

(Sig.) amounting to zero, where it is less than 5%, as the results indicate that the variation in the independent

variables of the study explains what rate (.443) of the variance in quality hotel services with customers.



hypothesis, which states that" There is no impact of the independent variables combined elements and

components brand) to distinguish the hotel from competitors with customers", and this is confirmed by the value

of significance (Sig.) amounting to zero as it is less than 5%, as the results indicate that the variation in the

independent variables explains representing (.487) of the variance in Excellence The hotel has customers from

competitors.


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hypothesis, which states that" There is no impact of the independent variables combined) elements and

components brand) in modern hotel and its development with customers the hotel sector in Jordan, "and this isconfirmed by the value of significance (Sig.) amounting to zero, where it is less than 5%, as the results indicate

that the variation in the independent variables of the study explains what rate (0.487) variation in modern hotel

and its development with customers.

The F value calculated is (145.998) while the Tabulated value (3.45), and comparing the values that have been

reached in the test this hypothesis, it appears that the calculated value is greater than the tabular value, so it is

rejected hypothesis nihilism and accept the alternative hypothesis which states that" There is no impact to the

independent variables combined in the orientation of the hotel towards the customers with the customers," and

this is confirmed by the value of significance (Sig.) amounting to zero, where it is less than 5%, as the results

indicate that the variation in the independent variables explain a rate (0.487) variation in the orientation towards

the customers at the hotel customers. Were also finding averages and standard deviations of the dimensions and

form a mental picture of the table (6) shows that.

Table 6: Averages and Standard Deviations of the Dimensions of Forming a Mental Image

ResultStandard

DeviationSMA

Phrase

Famous Hotel

OK.8663.9Contributed famous Hotel Brand in his decision optional16

OK.9123.5Contributed to a reputed hotel in improving its image17

OK.9773.8Shares the name of the famous hotel in the promotion of

its services convictions

18

OK.8683.6Famous hotel brand facilitated indistinguishable from therest of the signs

19

Preference Hotel

OK.9673.7Best Hotel Brand for the rest of the brand to other hotels20

OK.8453.4Enjoy Hotel Brand symbolic expressive character21

OK.8543.7Form a mental picture that I carry from the hotel a strongmotivation to deal with it

22

OK.9363.7Hotel Brand, which I deal with more than his appreciationof

23

OK.8703.9Hotel features contributed to an increase in the desire todeal with a

24

Reliability Hotel

OK.8204.0I believe the level of services offered by the hotel, which Ideal with

25

OK.7983.9The hotel, which gives me deal with it a sense of security26

OK.9383.5Contributed Hotel Brand in increased loyalty to him27

OK.8793.6Match the qualities of hotel services with Tugeati abouthotel

28

OK1.0304.4Hotel Brand increase the credibility I have29

OK.9583.7Fulfills the promises given by the hotel on time30

The Quality of the Hotel Services

OK.9413.7Reinforced Hotel Brand of the quality of its services31

OK.7823.3The hotel offers hotel services in the shortest possibletime

32

OK.8503.8Responds to the hotel, which I deal with at high speed33 OK.9023.8Services provided by the hotel convenient to Wish List34


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Distinguish the Hotel From Competitors

OK.8613.8Characterized by Hotel Brand for signs of competitors35

OK.8913.6Is the brand of the hotel, which I deal with unique36

OK.8353.6The form of an attractive brand37

OK1.033.3Hotel Brand was pushing me so rooting for his services38

OK.8803.7Hotel services distinguishable from other hotel services39

Modernity and Development

OK.9213.9The hotel features which I deal with modernity andsophistication

40

OK.7693.7Contribute to the brand in the formation of a goodimpression about the hotel services

41

OK.8213.4Contribute to the growth of the brand in the hotel servicesquickly

42

OK.8663.3The hotel, which I deal with it encourages creativity andinnovation

43

Directed Toward The Hotel Customers

OK.9363.8Hotel puts its customers at the forefront of his priorities44

OK.9933.9The hotel caters to my needs and my desires45OK.9453.6The hotel is keen on staying in touch with me46

OK.7803.7Characteristics of hotel services for the hotel arecompatible with the mental image that I carry with him

47

OK.9073.7Reinforced the trends towards building the hotel adistinctive identity of the degree of loyalty to him

48

Table shows the former (5) as follows:

The arithmetic mean of the famous hotel has ranged between (3,5 to 3,9) and that the phrase number (19), which

states that" contributed to the good reputation of the hotel, which I deal with him to improve his image" is the

highest among the averages of the answers, while the phrase number (17), which states," famous brand of the

hotel, which facilitated the deal with him indistinguishable from the rest of the other signs" are the least among

the averages of the answers, and notes that in general the responses of respondents were positive about the

paragraphs of fame.

The averages for preferring the hotel has ranged between (09/03 to 04/03) and that the phrase number (24), which

states that" contributed Hotel features to increase my desire to deal with it" is the highest among the averages of

the answers, while the phrase number (23), which states that" the brand of the hotel, which I deal with increases

my appreciation to him," is the least among the averages of the answers, and noted in general that all the averages

reached was higher than the average measurement tool used a (3) This suggests that the responses of the sample

were positive towards the vertebrae preference.

The arithmetic mean of the reliability of the hotel has ranged between (04/04 to 05/03) and the phrase number

(29), which states that" I believe in the level of services offered by the hotel, which I deal with him," is the highest

among the averages of the answers, while the phrase number (27), which states that" contributed Hotel Brand in

increased loyalty to him," is the least among the averages of the answers, and noted that the responses of the

sample was positive about the paragraphs of reliability.

The arithmetic mean for the quality of services provided by the hotel may range between (3.8- 3.3) and the phrase

number (33), which states that"the hotel offers which I deal with hotel services in the shortest possible time" is the

highest among the averages of the answers, while that the phrase number (32), which states," reinforced the brand


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of the hotel, which I deal with the quality of its services" are the least between the mean responses, and responses

observed in two of the study sample was positive about the paragraphs of the quality of services offered by the

hotel.

That averages to distinguish the hotel from competitors ranged between (08/03 to 02/03) and that the phrase

number (35), which states," featuring the brand of the hotel, which I deal with him for signs of competitors" is the

highest among the averages of the answers, while the phrase No. (38) which states that" the brand of the hotel,

which I deal with him motivated me so rooting for his services" are the least among the averages, and notes that in

general the responses were positive sample paragraphs distinguish the hotel from competitors

The arithmetic mean of the novelty of the hotel and its development has ranged between (09/03 to 03/03) and that

the phrase number (40), which states that"the hotel is characterized by modernity and development" is the highest

among the averages of the answers, while the phrase number (43), which states that" contribute to the brand in the

formation of a good impression for hotel services" was the least among the averages of the answers, and notes thatin general the responses of respondents were positive about the paragraphs of modernity and sophistication.

That averages to approach the hotel about his customers have ranged from (3.6 to 3.9), and that the phrase number

(45), which states that"the hotel puts his clients at the forefront of priorities" is the highest among the averages of

the answers, while the phrase number (46), which states that"the hotel is keen that I deal with him to stay in

constant contact with me," is the least among the averages of the answers, and noted that the responses of the

sample was positive about the paragraphs of the trend towards customers.

RESULTS

These results can be summarized as follows:

The results of the study to a relationship of statistical significance between the independent variables and of the

elements of the brand components, namely, (name and logo) and the formation of a mental image with customers,

as interpreted by representing (.543) of the variance in the formation of a mental image with customers, where the

results showed that the hotel logo meaningful user raises the attention of customers about the quality of service

provided by the hotel, and the hotel name and gives indications of important indicators of the quality of the

service provided, which takes into account the values and traditions of our society.

Regarding the role of brand elements to form a mental picture, according to the results of hypotheses that explain

the impact of each component separately, the results showed the following:

o The brand name affects the formation of a mental picture where interpreted as representing (.535) of the

variance in the formation of a mental image, as the results show that the name of the hotel is convenient,

and has a value and reflects the image of the hotel mentality among customers that inspires confidence

and trust, and this reinforced the trends customers in dealing with the hotel.

o

The brand logo affect the formation of a mental image, interpreted as representing (.353) of the variance

in the formation of a mental image, and the results showed that the hotel logo and colors used where

appropriate and raise the attention of customers it represents a symbolic value.

The results of the study to a relationship the effect of statistical significance between the elements and


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components of the brand name and logo and the formation of a mental image with customers, interpreted as

representing (.633) of the variance in the formation of a mental image with customers.

With regard to the impact of brand elements to form a mental picture, according to the results of hypotheses that

explain the impact of each component separately, the results showed the following:

o The existence of the effect of the elements and components of the brand in the famous hotel with

customers, as interpreted by representing (.454) of the variance in the famous hotel, as the study results

showed that the famous brand and good reputation of the hotel made it easier for customers to distinguish

it from the rest of the other marks and improve its image they have.

o The existence of the effect of the elements and components of brand preference hotel with customers, as

interpreted by representing (.407) of the variance in preference hotel with customers, and the results

showed that the brand of the hotel represents a symbolic figure expressive was a strong motivation for

preferring to deal with him for the rest of the hotels hotel features that contributed to the increasing

desire of customers to deal with.

o

The existence of the effect of the elements and components of the brand in the reliability of the hotel to

the customers, as interpreted by representing (.332) of the variance in preference hotel with customers, it

turns out that the brand of the hotel gave customers a sense of security and contributed to the increased

confidence in the level of services offered and thereby increase the degree of loyalty.

o The existence of the effect of the elements and components of the brand in the quality of hotel services

with customers, as interpreted by representing (.443) of the variance in the quality of hotel services to the

customers, and the results showed that the hotel offers hotel services at high speed in the shortest

possible time, and that the brand the hotel has strengthened the quality of its services.

o The existence of the effect of the elements and components of the brand distinguishes the hotel from

competitors with customers, as interpreted by representing (.487) of the variance in the Excellence Hotel

for competitors with customers, as the study results showed that the brand of the hotel unique and

distinctive signs hotels competitive and motivated customers to promote their services.

o The existence of the effect of the elements and components of the brand in the modern hotel and its

evolution with customers, as interpreted by representing (.487) of the variance in the novelty of the hotel

and its development with customers, and the results showed that the brand, which is characterized by

creativity and innovation contribute to the formation of a good impression about the hotel services.

o

The existence of the effect of the elements and components of the brand in the orientation of the hotel

towards the customers, as interpreted by representing (.487) of the variance in with the clientele the hotel

sector in Jordan, as the results show that the brand of the hotel in line with the mental image carried by

the customers with him.

RECOMMENDATIONS

The researcher recommends the following:


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Emphasis on the departments of hotels operating in Jordan to launch promotional campaigns and a strong

marketing contacts through which the definition of customers and remind them of favoring its brand.

The departments of hotels operating in Jordan hotels provide services of high value, and serve to distinguish the

services of the hotels bearing its brand for hotel services competition in the market.

The importance of hotels to take advantage of the famous brand in access to the largest segment of the target

customers, and work on the development of their brands to become a successful international signs.

Concentration departments operating hotels in Jordan on the employment brand so that they become an essential

means of publicity and advertising and marketing services for hotels and services.

Work to pay enough attention when choosing the name and form of brand services for hotels and services, being

of great importance in the formation of a mental image with customers.

Given the subject -oriented customers the importance that it deserves because it would meet the customers' needs

and desires, and increases their confidence towards the service and contribute to building a distinct identity for the

service in accordance with the mental image carried by the customers of the hotel.

Concentration of hotel services to distinguish hotels from competitors by offering a distinctive hotels, and

high-value and attractiveness to exploit his brand for signs of competitors, because it contributes to the creation of

competitive advantage for the hotel from its competitors.

The hotel to follow up his brand and continually evaluated from the perspective of customers, and to identify the

elements and components that affect the perceptions of customers to the brand value and work to be exploited in

the marketing of hotel services.

the hotel when choosing his brand to achieve harmony and compatibility between the meaning and values Avatar

logo in it, because it makes it easier for customers to distinguish them from the rest of the other marks in

improving its image and influence they have in shaping the mental image with customers.

Constantly update the content of the information contained in the brand and make it keep up with the preferences

of customers, as it gives indications of the important indicators and expresses the level of quality of service.

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6. Ali Al-Zoubi, Marketing Research, 2012, Safa House Publishing, Amman - Jordan.

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the role of brands in the composition of the mental image the services sector clientele hotels in...

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