Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality

Abstract The COVID-19 pandemic undesirably affected the hospitality industry, and therefore, preventive measures have been advocated as crucial when revitalizing or rejuvenating industry. This study investigated interplay of predicting role measures, perceived brand ethicality, legitimacy in industry Tanzania during period reviving Furthermore, examines mediating ethicality relationship between legitimacy. Data were collected from a total 405 customers organizations recruited via an on-site survey. analyses done using structural equation modeling. Overall, results shown that had direct positive effect on Additionally, could enhance indirectly ethicality. has significant implications for different operators other countries post period.