Influence of brand equity on the behavioral attitudes of customers: Spanish Tourist Paradores

José Álvarez-García (), María del Carmen Cortés-Domínguez, María de la Cruz del Río-Rama () and Biagio Simonetti ()
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José Álvarez-García: University of Extremadura
María del Carmen Cortés-Domínguez: University of Extremadura
María de la Cruz del Río-Rama: University of Vigo
Biagio Simonetti: Università Degli Studi del Sannio di Benevento

Quality & Quantity: International Journal of Methodology, 2020, vol. 54, issue 5, No 3, 1427 pages

Abstract: Abstract The objective of this research is to contrast an explanatory model of how brand equity influences the customer’s behaviour and behavioural intentions. It will take place in the tourism sector, specifically, the target population are the customers of a hotel chain representing a very specific type of service in the tourism sector, emblematic hotels. In Spain, these hotels are operated under the Paradores Brand, distinctive of “The Network of Spanish Tourist Paradores”. A sample of 374 valid questionnaires was obtained through a structured survey to customers. The exploratory and confirmatory factor analysis is applied to validate the measurement scales. The proposed model for analysing relationships is estimated by applying structural equation modeling. The results show that brand equity is the key variable to influence the purchase intent of its potential customers, as well as the intention to recommend. These results have significant implications for the managers of this type of establishment.

Keywords: Brand equity; Purchase intent; Intention to recommend; Paradores; Emblematic hotels (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s11135-019-00870-0

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