Valor da marca na indústria hoteleira paquistanesa

Muhammad Ishtiaq Ishaq, Nazia Hussain, Ali Ijaz Asim and Luqman J. Cheema

RAE - Revista de Administração de Empresas, 2014, vol. 54, issue 3

Abstract: 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.

Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/23310 (text/html)

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:fgv:eaerae:v:54:y:2014:i:3:a:23310

Access Statistics for this article

RAE - Revista de Administração de Empresas is currently edited by Eduardo Diniz

More articles in RAE - Revista de Administração de Empresas from FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil)
Bibliographic data for series maintained by Núcleo de Computação da FGV EPGE ().