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Applying consumer-based consumer-based brand equity in luxury hotel branding
Liu, Matthew Tingchi; Wong, Ipkin Anthony; Tseng, Ting-Hsiang; Chang, Angela Wen-Yu; Phau, Ian
2017-12
Conference NameJOURNAL OF BUSINESS RESEARCH
Volume81
Pages192-202
Publication Place360 PARK AVE SOUTH, NEW YORK, NY 10010-1710 USA
PublisherELSEVIER SCIENCE INC
AbstractThis 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 and purchase 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.
KeywordBrand equity Brand attitude Purchase intention Service brand Luxury hotel
DOI10.1016/j.jbusres.2017.06.014
URLView the original
Indexed BySSCI ; ISSHP
Language英语
WOS Research AreaBusiness & Economics
WOS SubjectBusiness
WOS IDWOS:000413129000021
The Source to ArticleWOS
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Citation statistics
Cited Times [WOS]:13   [WOS Record]     [Related Records in WOS]
Document TypeConference paper
CollectionUniversity of Macau
Recommended Citation
GB/T 7714
Liu, Matthew Tingchi,Wong, Ipkin Anthony,Tseng, Ting-Hsiang,et al. Applying consumer-based consumer-based brand equity in luxury hotel branding[C]. 360 PARK AVE SOUTH, NEW YORK, NY 10010-1710 USA:ELSEVIER SCIENCE INC,2017:192-202.
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