publication . Article . Other literature type . 2007

Customer based brand equity: evidence from the hotel industry

Kayaman, Rüçhan; Araslı, Hüseyin;
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  • Published: 30 Jan 2007 Journal: Managing Service Quality: An International Journal, volume 17, pages 92-109 (issn: 0960-4529, Copyright policy)
  • Publisher: Emerald
  • Country: Cyprus
Abstract
The paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer-based hotel brand equity. The paper is based on the recommendations of previous studies, the scale constructed to measure consumer-based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The present study used a sample of 345 actual customers from 11 different countries whose accommodation in North Cyprus hotels was used to test the relations of the proposed model Path analysis. The findings in this paper support the th...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUSComputerApplications_GENERAL
free text keywords: Brand equity, Brand image, Hotels, Cyprus, Brand loyalty, Turkey, Brand awareness, Customer relations, Quality of service, Studies, Hotels & motels, Strategy and Management, Business, Brand extension, Conceptualization, Brand equity, Accommodation, business.industry, Hotel industry, Brand loyalty, Brand awareness, Public relations, Advertising, Brand management, Marketing
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