An analytical model for building brand equity in hospitality firms

Tsuen-Ho Hsu (), Li-Chu Hung () and Jia-Wei Tang ()

Annals of Operations Research, 2012, vol. 195, issue 1, 355-378

Abstract: Nowadays, service-oriented marketing has been playing an important role in marketing science fields. The current studies have focused on the establishment of a brand equity model and the relevant causal relationships of the model, they have not presented any consistent measurement technique. Hence, this paper aims to standardize the estimation of a constructed dimension for the equity of service-oriented brands and to solve the multiple-dimension problem inherent in this estimation. In particular, this proposed analytical model considers distinct weights for brand equity categories and attributes. Further, we intend to systematically present a deliberate procedure of the brand equity model along with a strategy to enable the further development of this procedure. By adopting quality function deployment (QFD) and consistent fuzzy preference relations, we create a valid and reliable brand equity model for hospitality firms. Finally, we empirically assess the measurement and managerial strategies related to the proposed model by illustrating the case of a restaurant chain. Copyright Springer Science+Business Media, LLC 2012

Keywords: Hospitality brand equity; Quality function deployment (QFD); Consistent fuzzy preference relations (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s10479-011-0990-4

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