Brand equity in the Pakistani hotel industry

• Autor(a) principal: Ishaq, Muhammad Ishtiaq
• Data de Publicação: 2014
• Outros Autores: Hussain, Nazia, Asim, Ali Ijaz, Cheema, Luqman J.
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://periodicos.fgv.br/rae/article/view/23310
• topic: Service quality; brand loyalty; brand equity; hospitality industry; Pakistan.; Calidad de servicio; lealtad de marca; valor de marca; la industria hospitalaria; Pakistán.; Qualidade do Serviço; fidelidade à marca; valor da marca; indústria hoteleira; Paquistão.

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.