عنوان مقاله [English]
Today all economic activities are engaged in competition, so every economic enterprise is trying to create a competitive advantage in the hospitality field this concept is of special importance. The brand's special value and the consumer attitudes are two key factors in creating competitive advantage, therefore, in this paper, the effect of brand-specific value on competitive advantage with consumer attitudes toward advertising and with an applied approach in five-star hotels in Kish is investigated. Were extracted based on theoretical foundations of conceptual model. Data were collected using a questionnaire consisting of 25 questions. First, the questionnaire was confirmed by the experts ' viewpoints in terms of content validity. Then, construct validity was performed using confirmatory factor analysis technique. Cronbach's alpha coefficient and composite reliability were calculated to assess the reliability. Cronbach's alpha coefficient of 859.0 questionnaire was calculated and the CR value of all variables was obtained above 7/0. The statistical population of this study consisted of all passengers of five star hotels in Kish, and the questionnaire was assigned to 490 passengers. Structural equation modeling and LISREL software were used to test the research hypotheses. The results showed that brand awareness, consumer attitudes toward advertising, perceived quality, brand loyalty, and brand Association have an impact on competitive advantage. Also, the results showed that the brand's special value on the consumer attitudes to the advertisement has a positive and significant impact, and the consumer attitude toward advertising has a mediating role in the relationship between brand value and competitive advantage.