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An analytical model for building brand equity in hospitality firms

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  • Tsuen-Ho Hsu
  • Li-Chu Hung
  • Jia-Wei Tang

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

Suggested Citation

  • Tsuen-Ho Hsu & Li-Chu Hung & Jia-Wei Tang, 2012. "An analytical model for building brand equity in hospitality firms," Annals of Operations Research, Springer, vol. 195(1), pages 355-378, May.
    • Handle: RePEc:spr:annopr:v:195:y:2012:i:1:p:355-378:10.1007/s10479-011-0990-4
    DOI: 10.1007/s10479-011-0990-4
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    2. J. Shanti & Gaurav Joshi, 2022. "Examining the impact of environmentally sustainable practices on hotel brand equity: a case of Bangalore hotels," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(4), pages 5764-5782, April.
    3. Melissa Li Sa Liow & Yeow Kim Chai, 2015. "Branding Orientation in the Accommodation Industry," International Review of Management and Marketing, Econjournals, vol. 5(2), pages 61-72.
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    5. Yang Zhang & Su Zhang & Fu-Chieh Hsu, 2023. "Crisis Management Performance of Upscale Hotels in the Greater Bay Area, China: A Comparative Study in a Complex Institutional Situation," Sustainability, MDPI, vol. 15(6), pages 1-24, March.

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