A financial approach-based measurement of brand equity in the restaurant industry

Serin Choi, Kyuwan Choi, Seoki Lee and Kyuseok Lee
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Serin Choi: The Pennsylvania State University, USA
Kyuwan Choi: Kyung Hee University, South Korea
Seoki Lee: The Pennsylvania State University, USA
Kyuseok Lee: Korea Advanced Institute of Science and Technology (KAIST), South Korea

Tourism Economics, 2017, vol. 23, issue 7, 1515-1522

Abstract: Brand equity plays a significant role in the restaurant industry due to the competitive advantage gained by differentiation. It has been identified as a main component of intangible assets that decides the market value of a firm in the industry. Although the importance of brand equity has been well recognized in the restaurant literature, there has been little investigation regarding how to objectively quantify brand equity, especially by using secondary market data. Further, there is no publicly available brand equity data of restaurant firms thus far. For these reasons, this study aims to develop an approach on how to estimate a restaurant’s brand equity not only by utilizing the secondary market data but also by incorporating the unique characteristics of restaurant firms. By proposing a restaurant-specific model to estimate brand equity, this study contributes to the restaurant literature and to the industry as a whole.

Keywords: brand equity; brand equity measurement; financial approach; restaurant industry (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:23:y:2017:i:7:p:1515-1522

DOI: 10.1177/1354816616688104

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