Investigating the Effect of Intangible Factors (Human, Communication, Organizational, Information) on Brand Equity Case Study: Hotels in Isfahan

The purpose of this study is to investigate the effect of evaluating the intangible factors (Human, Communication, Organizational and Information) on brand equity in hotels in Isfahan. A based research model was presented as the literature. The questionnaire of 24 items was conducted for this research and a sample of 130 executives and experts of hotels in Isfahan as a statistical society, was selected. The method of this research is applied in terms of objective and descriptive survey method from field branch. The reliability of the questionnaire was based on the original sample (α = 0.81) and the return rate of the questionnaire was 0.84. Meanwhile, using the PLS software, the model was tested. The results show that there is a positive relationship between the intangible communication and organizational factors and brand equity. And human and information capital do not have any effect on brand value. Progresses in knowledge technology and the emergence of online Public network sites have altered the procedure information is transferred. This event affects consumers as this simply available information could greatly affect the consumption intention.