Brand equity in the Pakistani hotel industry

Article English OPEN
Ishaq, Muhammad Ishtiaq; Hussain, Nazia; Asim, Ali Ijaz; Cheema, Luqman J.;
(2014)
  • Publisher: Fundação Getulio Vargas, Escola de Administração de Empresas de S.Paulo
  • Subject: 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

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... View more
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