The impact of online interaction brand equity dimensions for hospitality

• Autor(a) principal: Cabrita, Tiago Miguel Gago Esteves
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/22287
• topic: Brand equity; Social networks; Review websites; Online interaction; Redes sociais; Interação online

Brand equity arose as a key concept in marketing, it’s influenced by every marketing decision and communication has a great impact on customer’s perception and lastly the number of consumers that buys the product or service from brands. That is why communication is widely studied and also their impacts on the brand’s value, the brand equity. Nowadays, online communication has a tremendous impact on a communication plan for any company and is turning origin of value creation, from brand to the consumer. Giving to them the ability to influence other consumers and to do it even more accurately and efficiently than brands. The service industry really took a punch on this switch. Services are now in scrutiny like never. Part of the experience is now the evaluation of the service and dedicated new platforms are appearing in the market and constituting communities around types of services. One of them is the hospitality sector. The stay on a hotel or hostel is now evaluated for a great amount of evaluation points and it affects the moment of purchasing when deciding for a hotel and after when communicating with others. Through the study of two platforms that affect hotels, it’s possible to understand from what extend this impact is real and what the most affected dimensions by this interaction. A hypothesis testing was conducted and conclude that this impact is real and can affect brand equity for hospitality businesses in every dimension, some more than others and depending on the used platform.