Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests

Huang, Zhuowei (Joy) and Liping A. Cai

Tourism Management, 2015, vol. 46, issue C, 431-443

Abstract: This study addresses global expansion challenges faced by multinational hotel companies under the backdrop of the booming international travel. Grounded upon theories pertaining to brand equity, this study develops the consumer-based brand equity (CBBE) model for multinational hotel brands, which examines the effects of brand knowledge on consumer response to these brands. The conceptual model is empirically tested using a sample of the Chinese middle-class consumers in their home country – China and when they travel to the foreign country as their host country – the United States. Three U.S.-based multinational hotel brands are selected: Hilton, Holiday Inn, and Super 8. Different relationship patterns between brand knowledge and consumer responses in home and host countries are exhibited. In addition, this study examines the role of Chinese consumers' travel motivation to the United States in the CBBE model.

Keywords: Consumer-based brand equity; Multinational hotel brands; Chinese middle-class consumers; Travel motivation; Home and host (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (15)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0261517714001459

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:46:y:2015:i:c:p:431-443

DOI: 10.1016/j.tourman.2014.07.013

Access Statistics for this article

Tourism Management is currently edited by Chris Ryan

More articles in Tourism Management from Elsevier
Bibliographic data for series maintained by Catherine Liu ().