Brand equity in the Pakistani hotel industry

Revista de Administração de Empresas

Muhammad Ishtiaq Ishaq¹  Nazia Hussain¹  Ali Ijaz Asim¹  Luqman J. Cheema¹ 

[1] ,Global Institute Department of Management Sciences Lahore,Pakistan

关键词: Service quality;    brand loyalty;    brand equity;    hospitality industry;    Pakistan;    Qualidade do Serviço;    fidelidade à marca;    valor da marca;    indústria hoteleira;    Paquistão;    Calidad de servicio;    lealtad de marca;    valor de marca;    la industria hospitalaria;    Pakistán;   

DOI  :  10.1590/S0034-759020140304

来源: SciELO

【 摘 要 】

Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regression analyses were applied for investigation of study hypotheses. Results pointed out positive and significant influences of service quality on all other dimensions of brand equity whereas partial mediations were endorsed among the variables. Researchers and practitioners implications are discussed.

【 授权许可】

CC BY   
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