Applying consumer-based brand equity in luxury hotel branding

Liu, Matthew Tingchi; Wong, IpKin Anthony; Tseng, Ting‐Hsiang; Chang, Angela; Phau, Ian

doi:10.1016/j.jbusres.2017.06.014

Cited by 200 publications

(207 citation statements)

References 68 publications

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“…When a brand or organization is with brand equity, it positively affects customer responses. This is also confirmed that customer-based brand equity elements such as brand loyalty, brand image, perceived quality, and brand awareness positively contribute to the purchase intention (Liu et al, 2017). In addition, brand awareness, brand image, and perceived quality lead to brand loyalty and that in turn, positively affect brand choice intention (Lu et al, 2015).…”

Section: Marketing Communicationsupporting

confidence: 61%

“…In the hotel industry in Sri Lanka, brand equity generated from the elements of the marketing mix is expected to create customer response in terms of purchase intention and creating word of mouth. Liu et al, (2017) indicate that the customer based brand equity of the luxury hotels causes the brand equity, in turn, generate brand attitude and create purchase intention. In addition, Seo and Park (2018) find that social media marketing communication is also influencing on the customers' response in the airline industry mediating through brand equity.…”

Section: Introductionmentioning

confidence: 99%

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The Effects of Services Marketing Mix Elements on Brand Equity and Customer Response of Tourists Hotels in the East Coast of Sri Lanka

2019

IJITEE

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The purpose of the study was to examine the effect of the elements of extended service marketing mix of the east coast hotels in Sri Lanka on the creation of the brand equity and how that brand equity plays a mediating role in customers’ response. The study was quantitative in nature. Survey methodology was adopted. 163 tourists arriving in Sri Lanka who stayed in the hotels in the East Coast of Sri Lanka were surveyed. The questionnaire was used to collect the data. Smart PLS 3 was used to analyze the data. Findings suggest that people, process, physical evidence and marketing communication elements have an effect on the brand equity and in turn positively influence the customer response towards the hotel. Findings also suggest that brand equity of these hotels is partially mediating between extended marketing mix elements and customer response to the hotels. However, marketing communication is not significantly contributing to brand equity. Hoteliers in the region can focus on the people, process and physical evidence to improve their hotel performance as it also contributes to the customer responses towards hotels.

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Section: Marketing Communicationsupporting

confidence: 61%

Section: Introductionmentioning

confidence: 99%

The Effects of Services Marketing Mix Elements on Brand Equity and Customer Response of Tourists Hotels in the East Coast of Sri Lanka

2019

IJITEE

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“…Besides the lack of consensus with regard to a definition of CBBE, there is little agreement in the literature on its constituent dimensions (Liu et al, 2017;Veloutsou et al, 2013). CBBE research is often about understanding concrete marketing actions or assets like the brand name and symbol, and how these relate to rational dimensions such as consumers' quality perceptions, symbolic dimensions like brand image, and outcomes such as purchase intentions and loyalty (Anselmsson et al, 2017).…”

Section: Cbbe Dimensionsmentioning

confidence: 99%

Factors affecting college students’ brand loyalty toward fast fashion

Chang

2017

IJRDM

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Purpose The purpose of this paper is to empirically investigate the factors affecting consumer's fast fashion brand loyalty by examining US college students' perceptions and loyalty toward fast fashion. Design/methodology/approach Using consumer-based brand equity approach, a research model which examines the factors affecting consumer's brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer's perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the valid data from 419 US college students, this study employed structural equation modeling to investigate the factors affecting US college students' brand loyalty toward fast fashion. Findings Results reveal that for the US college students, brand awareness, perceived value, organizational associations, and brand uniqueness are the contributing factors to generating consumer's loyalty toward fast fashion brands. Originality/value Due to the fact that fast fashion has become a key feature of the global fashion industry over the last decade, there is phenomenal growth in the availability of fast fashion brands in the US markets. This study provides valuable insights about young consumers' perceptions of fast fashion brands and the factors' contributions to their brand loyalty.

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“…City attitudes were measured with five items adapted from Krystallis and Chrysochou [83]. City image was measured with 12 items adapted from Liu, Wong, Tseng, Chang, and Phau [84]. All items were measured on a 7-point Likert scale ranging from 1 = strongly disagree to 7 = strongly agree.…”

Section: Measurementmentioning

confidence: 99%

How Transportation Service Quality Drives Public Attitude and Image of a Sustainable City: Satisfaction as A Mediator and Involvement as A Moderator

2019

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This study highlights transportation service quality (including that of the core transportation service and the physical environment of transportation) and investigates its impact on satisfaction as well as attitude toward and image of a sustainable city. Additionally, this study also addresses the mediating role of satisfaction in the relationships between transportation service quality, and both attitude toward and image of a sustainable city, as well as the moderating role of involvement in the links between satisfaction and this attitude and between satisfaction and this image. The findings confirm that both core transportation service and the physical environment of transportation significantly and positively influence satisfaction and, in turn, significantly and positively influence attitude toward and image of a sustainable city. Satisfaction also plays a mediating role in the links between transportation service quality and this attitude and image. In addition, the effect of satisfaction on attitude toward and image of a sustainable city becomes greater as the level of involvement increases.

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Applying consumer-based brand equity in luxury hotel branding

Cited by 200 publications

References 68 publications

The Effects of Services Marketing Mix Elements on Brand Equity and Customer Response of Tourists Hotels in the East Coast of Sri Lanka

The Effects of Services Marketing Mix Elements on Brand Equity and Customer Response of Tourists Hotels in the East Coast of Sri Lanka

Factors affecting college students’ brand loyalty toward fast fashion

How Transportation Service Quality Drives Public Attitude and Image of a Sustainable City: Satisfaction as A Mediator and Involvement as A Moderator

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