The Impact of Brand Personality on Brand Trust: A Survey of Travel and Tourism Companies in Baghdad

Abstract

The study investigated the relationship between brand personality, characterised by its five dimensions (sincerity, competence, excitement, sophistication, and ruggedness), and its impact on trust as the identity distinguishing services in the competitive market. It also aimed to explore the mediating role of trust in encouraging tourist loyalty to a specific brand. The study addressed the significance of brand personality, its practical applications, dimensions, and the influential factors in the Iraqi tourism sector. It identified the study's problem as stemming from weak cognitive and field perceptions, lack of information, and marketing strategies related to brand personality. The research objectives were to present a cognitive framework of the main variables and to understand the changes in tourists' needs and desires. The study employed a descriptive and analytical methodology, utilising a questionnaire as the primary data collection tool, consisting of 39 items gathered from a sample of 300 tourists frequenting travel and tourism companies, randomly selected. The findings indicated that tourism companies endeavour to offer distinctive services to enhance tourist trust in the brand, thus making them prefer its services in the competitive market. This differentiation increases tourists' readiness to make purchasing decisions without considering alternatives. Key recommendations include tourism companies focusing on enhancing trust in the brand and increasing the role of brand personality in promoting and achieving tourist loyalty through quality and reliability. This is done by providing high-quality, reliable products or services to build trust and loyalty.