publication . Article . 2014

Brand equity in the Pakistani hotel industry

Ishaq, Muhammad Ishtiaq; Hussain, Nazia; Asim, Ali Ijaz; Cheema, Luqman J.;
Open Access English
  • Published: 01 Jun 2014
  • Publisher: Fundação Getulio Vargas, Escola de Administração de Empresas de S.Paulo
Abstract
Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regression analyses were applied for investigation of study hypotheses. Re...
Subjects
free text keywords: Service quality, brand loyalty, brand equity, hospitality industry, Pakistan, Qualidade do Serviço, fidelidade à marca, valor da marca, indústria hoteleira, Paquistão, Calidad de servicio, lealtad de marca, valor de marca, la industria hospitalaria, Pakistán, Marketing, Strategy and Management, Industrial relations, Development, Education, Public Administration, Humanities, Sociology, Hotel industry, Management, Nome, Business, HF5001-6182
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