ARTICLEJOURNAL OF HOSPITALI Y & TOURISM RESEARCHBack, Parks / A BRAND LOYAL Y MODEL A BRAND LOYALTY MODEL INVOLVING COGNITIVE, AFFECTIVE, AND CONATIVE BRAND LOYALTY AND CUSTOMER SATISFACTION

Despite the amount of research focusing on brand loyalty, empirical tests of the relation-ship between customer satisfaction and brand loyalty have not been conducted. The pri-mary purpose of this study was to investigate the mediating effects of attitudinal brand loy-alty on the relationship between customer satisfaction andbehavioral brand loyalty.More-over, we developed a robust brand loyalty measurement in the lodging industry by using at-titudinal and behavioral brand loyalty constructs. The majority of respondents were busi-ness travelerswho stayed at an upper-middle-class business hotel. The results of this inves-tigation suggested that customer satisfaction had a significant indirect effect on behavioral brand loyalty when mediated by attitudinal brand loyalty, including cognitive-affective-conative brand loyalty stages. Thus, practitioners should consider customers’perceptions of their brand and not rely solely on purchasing frequencies whenmeasuring brand loyalty levels