The Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavioral Intentions

Abstract

The author introduces a comprehensive customer value framework and tests an extended value model with lodging products. The extended value model in this study newly incorporates the concepts of brand awareness, as compared to brand or product class, and price fairness. Based on Baron and Kenny’s guideline for mediation analysis, this study found the traditional customer value process to be useful for lodging research and marketing. In addition, brand awareness and price fairness concepts were found to play significant roles in the customer value process. The article includes discussions on both managerial and research implications.

Valoración de marcas a través de modelos financieros. Una aplicación a Melia Hotels International

“…En todos ellos se encuentra una clara relación entre la marca y las variables ______________ económicas claves de una compañía como precios, cuota de mercado y mayores beneficios. En el sector hotelero son remarcables los trabajos basados en encuestas y valoraciones positivas de los clientes sobre los atributos de la marca en base a los criterios de Aaker y su correspondiente incremento de los beneficios del hotel (Prasad & Dev, 2000;Kim &Kim 2005;Kayaman et al 2007), o directamente entre calidad percibida, marca y precios de hoteles (Oh, H, 2000).…”

“…Dada la inexistencia de mercados activos de compra-venta de marcas por áreas de actividad, en especial en el sector hotelero y, ampliamente demostrada la relación entre los resultados empresariales y valor de marca (Park and Srinivasan, 1994;Aaker,1996;Sivakumar et al, 1997;Doile et al, 2001;Cerviño et al 2004;Fernández 2011), especialmente en el sector hotelero (Prasad & Dev, 2000;Oh, H, 2000 ;Kim &Kim 2005;Kayaman et al 2007), los modelos de flujos de caja resultan los más adecuados para valorarlas (Rappaport's, 1986;NIC 38;Ganchev 2000;Brand Valuation Forum, 2006;Burmann et al 2009).…”

An Empirical Study of Tourist Satisfaction in Malaysia

“…According to McDougall and Levesque (2000), value is related to what a person consumes and what he/she receives. Oh (2000) suggests that perceived value is highly influenced by price (cost). Therefore, price is the component affecting the perceived value and this "value" has an impact on satisfaction creation.…”

The Importance of Image for a Regular Event

“…In the area of destination branding, scholars (Macdonald & Sharp, 2000;M. Mason & Nassivera, 2013;Oh, 2000) also found the role of awareness in shaping behavioural intention. These studies explain that there is a positive effect of brand awareness on tourist behavioural intention.…”

“…M. C. Mason and Nassivera, (2013) and Yuan and Jang (2008) proposed that event awareness has a direct effect on loyalty. However, Boo, Busser, andBaloglu (2009) andOh (2000) claim that the effect of awareness should be mediated by a mediating variable before affecting loyalty.…”