6533b851fe1ef96bd12aa25a
RESEARCH PRODUCT
Customer-based brand equity building
Maja ŠErićJosip MikulićIrene Gil-saurasubject
business.industryBrand awarenessmedia_common.quotation_subject05 social sciencesAdvertisingHospitality industryProduct (business)Brand managementEmpirical researchCustomer equityTourism Leisure and Hospitality Management0502 economics and businessLoyalty050211 marketingBusinessBrand equityMarketingaffective commitment ; customer-based brand equity ; image ; loyalty ; trust050212 sport leisure & tourismmedia_commondescription
The marketing literature suggested that customers are adding incremental value to a product by its brand, conceptualizing this phenomenon in terms of brand equity. This article is a contribution to this area of study as it provides a new understanding of the process of brand equity building, when approached from the customer point of view. The empirical research is centred on the hospitality industry, more specifically, upscale (i.e. four- and five-star) hotels in Croatia. The data were collected from 475 guests in 24 upscale hotels. The results reveal that image and loyalty exert a direct impact on the overall brand equity, while the influence of trust and affective commitment is mediated by loyalty.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2016-02-28 | Journal of Vacation Marketing |