Review paper
Customer based brand equity: evidence from the hotel industry
Abstract
Purpose The paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer‐based hotel brand equity. Design/methodology/approach The paper is based on the recommendations of previous studies, the scale constructed to measure consumer‐based brand equity included brand awareness, brand loyalty, perceived...
Paper Details
Title
Customer based brand equity: evidence from the hotel industry
Published Date
Jan 30, 2007
Journal
Volume
17
Issue
1
Pages
92 - 109
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