Search results for "customer-based brand equity"

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Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment

2016

The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…

business.industrymedia_common.quotation_subjectBrand awareness05 social sciencesGeography Planning and DevelopmentAdvertisingContext (language use)Organizational commitmentBrand loyaltyBrand managementTourism Leisure and Hospitality Management0502 economics and businessLoyaltycustomer-based brand equity ; brand awareness ; brand image ; perceived quality ; brand trust ; affective brand commitment ; behavioural loyalty ; attitudinal loyalty ; impact-asymmetry assessment050211 marketingBrand equityMarketingPsychologybusiness050212 sport leisure & tourismTourismmedia_commonCurrent Issues in Tourism
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Customer-based brand equity building

2016

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…

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_commonJournal of Vacation Marketing
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