Customer Based Brand Equity Models in Hotel Industry: A Literature Review

Kevser Çınar ()
Additional contact information
Kevser Çınar: Necmettin Erbakan University, Köyceğiz Yerleşkesi

A chapter in Strategic Innovative Marketing and Tourism, 2020, pp 281-288 from Springer

Abstract: Abstract Building and maintaining brand equity is important and necessary in today’s hotel industry when the concept is considered to include all material and non-material values of business. Though there has been increasing discussion on brand equity building, majority of the existing studies have failed to build CBBE concept or define the specific dimensions of CBBE, especially in the hotel industry context. Since the issue of customer based-brand equity has come up as one of the most important aspects of branding, different CBBE models and dimensions have been introduced over last three decades. Therefore, related literature has introduced various CBBE models. The purpose of this research is to review different customer-based brand equity models from academic literature to have a more integrative conceptualization for understanding brand equity in hotel industry. Based on the literature review, it has indicated that there are more demands for further investigations of CBBE models in the context of constantly changing customer needs and hotel industry and this perspective enables marketing managers to use an effective strategy in understanding and influencing customer attitudes and behaviors.

Keywords: Hotel industry; Customer-based brand equity (CBBE); CBBE models (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-3-030-36126-6_31

Ordering information: This item can be ordered from
http://www.springer.com/9783030361266

DOI: 10.1007/978-3-030-36126-6_31

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().