ENTREPRENEURIAL BRAND PERSONALITY AND MARKETING WELLBEING OF LUXURY HOTELS IN PORT HARCOURT

Abstract

Abstract
this study investigated the relationship between Entrepreneurial Brand Personality and Marketing Wellbeing of Luxury Hotels in Port Harcourt, Nigeria. Specifically, it examined how brand trust and brand excitement relate with customer loyalty and repeat purchase behavior. The study adopted a descriptive survey design. The population comprised 30 registered luxury hotels in Port Harcourt, from which a census sampling technique was employed. Data were collected using a structured questionnaire administered to 90 staff members, out of which 80 valid responses were retrieved. The data were analyzed using descriptive statistics and Spearman’s Rank Order Correlation, with hypotheses tested at a 0.05 significance level. The results revealed strong and statistically significant positive correlations between entrepreneurial brand personality and marketing wellbeing. Brand trust was strongly related to customer loyalty and repeat purchase. Similarly, brand excitement demonstrated a strong relationship with customer loyalty and repeat purchase. The study concluded that entrepreneurial brand personality, particularly trust and excitement, serves as a vital intangible resource that enhances marketing wellbeing in the hospitality industry. By strengthening trust and creating emotionally engaging experiences, luxury hotels can foster long-term customer relationships and competitive advantage. This study recommended that luxury hotels should reinforce brand trust by consistently delivering reliable services, honoring commitments, and maintaining transparency with guests. Second, management should cultivate brand excitement through innovative experiences, personalized services, and dynamic marketing strategies that differentiate their offerings in a competitive marketplace.