Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage
Ijaz Hussain,
Shaohong Mu,
Muhammad Mohiuddin,
Rizwan Qaiser Danish and
Shrafat Ali Sair
Additional contact information
Ijaz Hussain: Department of Management Sciences, National College of Business Administration and Economics, Lahore 54660, Pakistan
Shaohong Mu: School of Accountancy, Shandong University of Finance and Economics, Jinan 250014, China
Muhammad Mohiuddin: School of Business and Economics, Thompson Rivers University, Kamloops, BC V2C 0C8, Canada
Rizwan Qaiser Danish: Hailey College of Commerce, University of the Punjab, Lahore 54590, Pakistan
Shrafat Ali Sair: Hailey College of Commerce, University of the Punjab, Lahore 54590, Pakistan
Sustainability, 2020, vol. 12, issue 7, 1-19
Abstract:
This study examines the effects of sustainable marketing assets, such as brand equity and marketing innovation, on market performance in the presence of sustainable competitive advantage as a mediator in the hospitality industry. Data were collected from hotel/restaurant customers (N = 360) on a Likert scale from 1= strongly disagree to 5 = strongly agree and analysis was conducted using the structural equation modeling (SEM) technique. The objective of this study is to understand the relationship among brand equity, marketing innovation, sustainable competitive advantage, and market performance in the hotel/restaurant industry. The results show that sustainable marketing assets have positive and significant effects on market performance. This study also demonstrates that sustainable competitive advantage fully mediates the relationship between brand equity and market performance while partially mediating the relationship between marketing innovation and market performance. The findings of this research can contribute to formulating effective marketing strategies for attracting customers, emphasizing sustainable issues in the hospitality sector, such as hotels/restaurants. This research adds practical value to the literature on brand equity, marketing innovation, sustainable competitive advantage, and market performance in the service industry.
Keywords: brand equity; marketing innovation; market performance; sustainable competitive advantage; SEM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (12)
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:7:p:2939-:d:342393
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