Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?

Detalhes bibliográficos
Autor(a) principal: Azevedo, Catarina Torres Pinto De
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/10362/106991
Resumo: The present work studied the brand equity of Booking.com following the Keller’s Customer Based Brand Equity model. Booking.com is one of the main players within the Online Travel Industry, in particular the Online Travel Agencies, which is why it was chosen for an analysis to understand the perception of the customers towards a very well-known brand. The analysis was performed using the Keller’s Customer Based Brand Equity Pyramid based on the results obtained from a qualitative interview of 12 Portuguese people and a quantitative survey of 120 people in the Portuguese market. The results of the analysis showed that the brand has a high salience but there are some possible opportunities to build a stronger position in the mentioned market in terms of Brand Responses andRelationships.
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spelling Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?Brand equityBooking.comCustomer based brand equity analysisBooking.com equity diagnosisDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe present work studied the brand equity of Booking.com following the Keller’s Customer Based Brand Equity model. Booking.com is one of the main players within the Online Travel Industry, in particular the Online Travel Agencies, which is why it was chosen for an analysis to understand the perception of the customers towards a very well-known brand. The analysis was performed using the Keller’s Customer Based Brand Equity Pyramid based on the results obtained from a qualitative interview of 12 Portuguese people and a quantitative survey of 120 people in the Portuguese market. The results of the analysis showed that the brand has a high salience but there are some possible opportunities to build a stronger position in the mentioned market in terms of Brand Responses andRelationships.Kousi, SofiaRUNAzevedo, Catarina Torres Pinto De2023-01-03T01:30:28Z2020-01-232020-01-032020-01-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/106991TID:202495736enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-10T15:56:51ZPortal AgregadorONG
dc.title.none.fl_str_mv Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?
title Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?
spellingShingle Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?
Azevedo, Catarina Torres Pinto De
Brand equity
Booking.com
Customer based brand equity analysis
Booking.com equity diagnosis
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?
title_full Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?
title_fullStr Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?
title_full_unstemmed Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?
title_sort Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?
author Azevedo, Catarina Torres Pinto De
author_facet Azevedo, Catarina Torres Pinto De
author_role author
dc.contributor.none.fl_str_mv Kousi, Sofia
RUN
dc.contributor.author.fl_str_mv Azevedo, Catarina Torres Pinto De
dc.subject.por.fl_str_mv Brand equity
Booking.com
Customer based brand equity analysis
Booking.com equity diagnosis
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Brand equity
Booking.com
Customer based brand equity analysis
Booking.com equity diagnosis
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The present work studied the brand equity of Booking.com following the Keller’s Customer Based Brand Equity model. Booking.com is one of the main players within the Online Travel Industry, in particular the Online Travel Agencies, which is why it was chosen for an analysis to understand the perception of the customers towards a very well-known brand. The analysis was performed using the Keller’s Customer Based Brand Equity Pyramid based on the results obtained from a qualitative interview of 12 Portuguese people and a quantitative survey of 120 people in the Portuguese market. The results of the analysis showed that the brand has a high salience but there are some possible opportunities to build a stronger position in the mentioned market in terms of Brand Responses andRelationships.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-23
2020-01-03
2020-01-23T00:00:00Z
2023-01-03T01:30:28Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/106991
TID:202495736
url http://hdl.handle.net/10362/106991
identifier_str_mv TID:202495736
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv
repository.mail.fl_str_mv
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