Features of the brand's influence on the behavior of consumers of tourist services

The article is aimed at an empirical study how brand attributes affect brand dependence and consumer behavior caused by this. The results of the study showed how brand characteristics, such as self-expression, innovation and authenticity, have a positive effect on brand dependence, in turn, brand dependence leads consumers to a feeling of irritability, obsessive and compulsive behavior towards the brand. The study revealed two different areas of brand dependence: one is related to the characteristics of the brand, and the other is related to the psychological and behavioral behavior of consumers, along with potential strategies that companies could adopt to strengthen the possibilities of turning their customers into addicts and avoid or reduce the negative consequences arising from brand dependence. This study is a response to the need for additional research in the field of brand dependence analysis by empirically testing possible prerequisites and results, thereby enriching existing quantitative studies based on this concept.