International Journal of Business

Management & Research (IJBMR)

ISSN(P): 2249-6920; ISSN(E): 2249-8036
Vol. 4, Issue 6, Dec 2014, 21-44
TJPRC Pvt. Ltd.

THE ROLE OF BRANDS IN THE COMPOSITION OF THE MENTAL IMAGE THE

SERVICES SECTOR CLIENTELE HOTELS IN JORDAN
(AN EMPIRICAL STUDY ON HOTELS IN AMMAN)
ALI FALAH AL-ZOUBI
Department of Marketing, Faculty of Economic and Administrative Science, Al-Zarqa University, Jordan

ABSTRACT
This study aimed to identify the elements and components of the brand in the formation of a mental image with
customers services sector hotels in Jordan and identify the most important factors influencing the formation of the image to
have and to identify on the impact of demographic factors in the formation of a mental image with Hola customers, is the
problem of the study in it on the hotels to choose and prepare 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, because the absence or lack of
a trademark characteristic of service leads to defect and failure to continue to provide services for hotels in the market, I
came importance of the study of the services sector hotel occupies a great 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, I study population consisted 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, the sample size of
the study, the researcher has obtained a representative sample of the community overall, where he settled total customers
covered within the study sample at (484) with a single, the study found a number of findings and recommendations,
notably 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 bran,.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.

KEYWORDS: Customers Services, Television Advertising, Brand Experience

INTRODUCTION
The brand play a major role in the marketing of hotel services incurred, making the process of building these signs
among the most important tools that ensures global organizations on the arms before entering the competition with the
others, so the brand is a great wealth grow with time which suggests one of the features of the service and confirm the
existence of a certain quality of quality, which is one of the most important and valuable asset of the organization
(Ali Al-Zoubi, 2011, p 43). The focus of the modern concept of marketing to create value and position of the organizations
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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

Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

23

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

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 purpose
and 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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Ali Falah Al-Zoubi

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

Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

25

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

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
The Name of
Customers of the
the Hotel
Study Sample
Marriott
85
Meridian
Holiday In
60
Royal
Sheraton
29
Radiounsas
Regency Palace
26
Craon blaza
Inter Continental
24
International
Grand Palace
24
Jaroniana
Hyatt Amman
23
Janifa
Jerusalem
18
Sanrook
Arwaad
18
ALmanar
Four Seasons
16
Taikei
Total
424
Source: (Annual report of the Jordan Hotels Association, 2013)
The Name of the
Hotel

The Number of Customers of

the Study Sample
15
13
13
12
10
7
7
6
5
4

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 operates
hotels and during its dealings with its customers, and without imposing any controls or pressures or even restrictions may
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Ali Falah Al-Zoubi

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
Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

27

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

mind and Ehab Ibrahim structure (2013) entitled the impact of the brand in the formation of a mental image with customers
the banking sector in Jordan aim of this study was to identify the impact of the brand in the formation of a mental image
with customers the hotel sector in Jordan. The study concluded that the presence of the effect of the brand of b
(style, design, output and logo) in forming a mental image of (b fame and preference, reliability, quality and distinction
from competitors and modernity, development and directed the company towards its customers) to the customers banking
sector in Jordan. In light of the findings the researchers presented a number of recommendations, most notably it : should
departments the banking in Jordan launch a strong promotional campaigns through which the definition of the study
sample and remind them of its brand. And the need for the departments of the banking operating in Jordan to provide
high-value service and work to distinguish Khaddmaadtha bearing brand service competition in the market.
(Hamid Catri, 2013)

Study Ammashah (2008) aimed to identify the impact of the brand on the behavior of Saudi women, and the
relationship between memory and fame and preference, and take care to buy the brand with the consumers of
Saudi women working in government sectors, education in Jeddah, and concluded that the presence of correlation
positive between remembering and fame and careful purchase and preference towards distinctive brands of food
commodities, and that consumers who are able to discern the identity of the brands were Tfdahin degrees higher
than the consumers who are unable to distinguish them. (Ali Zoubi, 2013)

In a study (Tanveer, 2008) in order to create interest in deeper on the impact of the brand on the mental image
when people go to buy, the study found that the consumer when buying a car affect brand choice as consumers
choose famous brands of cars from other brands of new or is known, and recommended that attention to announce
the TV as a large impact on the decision of the consumer's choice when purchasing where Lilja to buy famous
brands among other signs of new or unknown, they do not have information about the brand that they do not
know well. (Jeffrey Randall, 2009)

Study, 2007 Rattanaporn aimed at clarifying the image of television advertising current six largest insurance
companies on life in Thailand and the search for any company have the strongest brand image affecting the
mental image, and the results showed that the insurance company American International have the strongest brand
image has been realized by respondents to be a company with a reputation, and the study recommended the need
for attention, because television advertising company with wide fame gives a positive image of themselves and
distinguish them from other companies. (John Philip Jones, 2007)

Study Ajayb Abu Daabs (2007), which aimed to measure the impact of use of the store as a brand on the
consumer perception of Jordan to the quality of the brand, has been reached that the method of the store as a brand
affects consumer perception of Jordan to the quality of the brand, the study recommended the need for attention to
the quality of a brand being affect consumer perception of the brand. (Lamb, Charles W and et al., 2006)

The pole and Atris, (2007) has reached Bdrasthma which aimed to shed light on the most important challenges
facing brands at the moment that brands are exposed to the challenges of economic, social and political impact on
the image of mind, and that distortion method commercial or graphic design for brands affect the mental image,
the study recommended interest in graphic design for brands which have an impact on the mental image of the
company.(Landa, R., 2006)

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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 study
found 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

Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

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

29

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 legal
obligation 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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Ali Falah Al-Zoubi

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,

Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

31

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

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 or
fictional 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 the
meaning physicist is a" reflection", which is the sense in which stated in the Webster's dictionary as among"The mental
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Ali Falah Al-Zoubi

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 of
mental 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.

Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

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

33

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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Ali Falah Al-Zoubi

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
Variable
Gender
Age

Qualification

Monthly
income

Duplicates
265
159
139

%Percentage
62.5
37.5
32.8

158

37.3

127
73
227
89
35

29.9
17.2
53.3
21.0
8.3

500 dinars or less

75

17.7

501 KD - 800 KD
801 dinars --1200 dinars
1200 dinars and more

203
76
70

47.9
17.8
16.6

Categories and Titles

Female
Male
20 years or less
21 years old - 25 years
old
25 + years
Secondary Edu
Bachelor
Master
PH.D

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
Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

35

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

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
Independe
nt variable

Sig.

R2

F
Tabulated

Brand
elements

.000

.543

265
.11

3.66

Name
Logo

.000
.000

.535
.353

T
Tabulate
d

Statistical
Decision
Hypothesis
was rejected
nihilism

Elements and components of Brand

11.64
16.37

1.655
1.633

Rejection
Rejection

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.

No.
Phrase

Table 4: Averages and Standard Deviations for the Elements and Components of Brand
Phrase
Elements and Components of the Brand (Name and Logo)

SMA

Standard
Deviation

Result

1
2

Brand Name
The name of the hotel, which I deal with it appropriately
Boosted hotel name Tugeati to deal with being a valuable

4.212
3.845

.799
.932

OK
OK

Reflects the name of the hotel, which I deal with his image

3.778

.903

OK

3.689

.939

OK

3.856

.942

OK

3.823

.867

OK

3.810

.883

OK

3.925
3.758
3.684
3.653

.898
.939
.930
.934

OK
OK
OK
OK

3.526

.981

OK

3.527

1.04

OK

4
5
6
7
8
9
10
11
12
13

Gives the name of the hotel indications of the quality of its

services
Suggests the name of the hotel, which I deal with the trust and
confidence
Line written by the name of the hotel, which I deal with it
appropriately
The colors used on behalf of the hotel, which I deal with
appropriate
Brand Logo
Hotel logo, which I deal with it appropriately
Logo represents a symbolic value
Raises my attention slogan hotel, which I deal with
Hotel logo, which I deal with meaningful
Hotel logo takes into account the values and traditions of our
society
There is harmony between the meaning of the logo and the

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Ali Falah Al-Zoubi

14
15

values that I see it

Line written by a suitable logo
The colors used in the logo suitable hotel

3.746
3.800

.858
.873

OK
OK

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)
Statistical
F
F
R2 Sig.
Independent variable
Decision
Tabulated
Rejection of
366. .63 .00
3.45
Elements and components of Brand
nihilism
720
3
0
The Effect of the Elements and Components of the Brand in the Dimensions of the
Formation of a Mental Image
Rejection of
179. .45 .00
3.45
Famous hotel
nihilism
433
4
0
Rejection of
180. .41 .00
3.45
Preference hotel
nihilism
854
7
0
Rejection of
123. .33 .00
3.45
Reliability hotel
nihilism
332
2
0
Rejection of
151. .44 .00
3.45
The quality of the hotel services
nihilism
476
3
0
Rejection of
179. .48 .00 Distinguish the hotel from
3.45
nihilism
698
7
0
competitors
Rejection of
145. .48 .00
3.45
Modern hotel and its development
nihilism
965
7
0
Rejection of
145. .48 .00
3.45
Directed toward the hotel customers
nihilism
998
7
0
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

Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

37

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

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 the
variation 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.

The F value calculated is (179.433) while the Tabulated value (3.45), and comparing the values shows 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) 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.

The F value calculated is (180.854) while the Tabulated value (3.45), and comparing the values shows 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 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.

The F value calculated is (123.332) while the Tabulated value (3.45), and comparing the values shows 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 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.

The F value calculated is (151.476) while the Tabulated value (3.45), and comparing the values shows 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) 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.

The F value calculated is (179.698) while the Tabulated value (3.45), and comparing the values shows 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 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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Ali Falah Al-Zoubi

The F value calculated is (145.965) while the Tabulated value (3.45), and comparing the values shows 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 of the independent variables combined) elements and
components brand) in modern hotel and its development with customers the hotel sector in Jordan, "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 (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

16
17
18
19
20
21
22
23
24

25
26
27
28
29
30
31
32
33
34

Phrase
Famous Hotel
Contributed famous Hotel Brand in his decision optional
Contributed to a reputed hotel in improving its image
Shares the name of the famous hotel in the promotion of
its services convictions
Famous hotel brand facilitated indistinguishable from the
rest of the signs
Preference Hotel
Best Hotel Brand for the rest of the brand to other hotels
Enjoy Hotel Brand symbolic expressive character
Form a mental picture that I carry from the hotel a strong
motivation to deal with it
Hotel Brand, which I deal with more than his appreciation
of
Hotel features contributed to an increase in the desire to
deal with a
Reliability Hotel
I believe the level of services offered by the hotel, which I
deal with
The hotel, which gives me deal with it a sense of security
Contributed Hotel Brand in increased loyalty to him
Match the qualities of hotel services with Tugeati about
hotel
Hotel Brand increase the credibility I have
Fulfills the promises given by the hotel on time
The Quality of the Hotel Services
Reinforced Hotel Brand of the quality of its services
The hotel offers hotel services in the shortest possible
time
Responds to the hotel, which I deal with at high speed
Services provided by the hotel convenient to Wish List

Impact Factor (JCC): 4.9926

3.9
3.5

Standard
Deviation
.866
.912

3.8

.977

OK

3.6

.868

OK

3.7
3.4

.967
.845

OK
OK

3.7

.854

OK

3.7

.936

OK

3.9

.870

OK

4.0

.820

OK

3.9
3.5

.798
.938

OK
OK

3.6

.879

OK

4.4
3.7

1.030
.958

OK
OK

SMA

Result
OK
OK

3.7

.941

OK

3.3

.782

OK

3.8
3.8

.850
.902

OK
OK

Index Copernicus Value (ICV): 3.0

39

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

35
36
37
38
39
40
41
42
43
44
45
46
47
48

Distinguish the Hotel From Competitors

Characterized by Hotel Brand for signs of competitors
Is the brand of the hotel, which I deal with unique
The form of an attractive brand
Hotel Brand was pushing me so rooting for his services
Hotel services distinguishable from other hotel services
Modernity and Development
The hotel features which I deal with modernity and
sophistication
Contribute to the brand in the formation of a good
impression about the hotel services
Contribute to the growth of the brand in the hotel services
quickly
The hotel, which I deal with it encourages creativity and
innovation
Directed Toward The Hotel Customers
Hotel puts its customers at the forefront of his priorities
The hotel caters to my needs and my desires
The hotel is keen on staying in touch with me
Characteristics of hotel services for the hotel are
compatible with the mental image that I carry with him
Reinforced the trends towards building the hotel a
distinctive identity of the degree of loyalty to him

3.8
3.6
3.6
3.3
3.7

.861
.891
.835
1.03
.880

OK
OK
OK
OK
OK

3.9

.921

OK

3.7

.769

OK

3.4

.821

OK

3.3

.866

OK

3.8
3.9
3.6

.936
.993
.945

OK
OK
OK

3.7

.780

OK

3.7

.907

OK

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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40

Ali Falah Al-Zoubi

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 that
in 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.

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

Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

41

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

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.

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.

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.

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.

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.

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.

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:

www.tjprc.org

editor@tjprc.org

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Ali Falah Al-Zoubi

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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Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0

43

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

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Ali Falah Al-Zoubi

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Impact Factor (JCC): 4.9926

Index Copernicus Value (ICV): 3.0