عنوان انگلیسی مقاله:

Applying consumer-based brand equity in luxury hotel branding

ترجمه عنوان مقاله: اعمال ارزش ویژه برند مبتنی بر مصرف کننده در مارک تجاری لوکس هتل

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 11 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This study examines the effects of consumer-based brand equity (CBBE) components (i.e., brand loyalty, brand awareness, perceived quality, and brand image) of luxury hotel brands on consumer brand attitude and purchase intention with brand performance as a contextual factor. Through a survey involving 327 tourists conducted in luxury hotels in Macau, results reveal that all four CBBE elements positively relate to brand attitude, and three directly influence purchase intention. Brand attitude mediates the relationship between four CBBE elements andpurchase intention, and brand performance moderates the relationship between brand attitude and purchase intention. This study expands CBBE theory to include luxury hotel brands and contributes to the literature by clarifying the direct, indirect, and total effects of each CBBE element on brand attitude and purchase intention. In addition, the study identifies brand performance as a contextual factor rather than a consequence of brand equity and brand attitude.

Keywords: Brand equity, Brand attitude, Purchase intention, Service brand, Luxury hotel

 

مقدمه مقاله

Branding is an effective tool for companies to identify and differentiate products or services in consumers’ minds. Branding is a marketing strategy widely used to improve firm performance (Hsu, Oh, & Assaf, 2011; Liu et al., 2012; Mizik, 2014). The literature high lights building a strong brand as the primary goal of business (Aaker, 1996; Keller, 2008; O’Cass & Weerawardena, 2010). However, limited research exists on branding of luxury hotels, creating a gap in the literature. This study fills this gap by explaining how brand equity, attitude, and performance affect hotel guest loyalty intention.

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