IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v81y2017icp192-202.html
   My bibliography  Save this article

Applying consumer-based brand equity in luxury hotel branding

Author

Listed:
  • Liu, Matthew Tingchi
  • Wong, IpKin Anthony
  • Tseng, Ting-Hsiang
  • Chang, Angela Wen-Yu
  • Phau, Ian

Abstract

This study examines the effects of consumer-based brand equity (CBBE) components (i.e., brand loyalty, brand awareness, perceived quality, and brand image) of luxury hotel brands on consumer brand attitude and purchase intention with brand performance as a contextual factor. Through a survey involving 327 tourists conducted in luxury hotels in Macau, results reveal that all four CBBE elements positively relate to brand attitude, and three directly influence purchase intention. Brand attitude mediates the relationship between four CBBE elements and purchase intention, and brand performance moderates the relationship between brand attitude and purchase intention. This study expands CBBE theory to include luxury hotel brands and contributes to the literature by clarifying the direct, indirect, and total effects of each CBBE element on brand attitude and purchase intention. In addition, the study identifies brand performance as a contextual factor rather than a consequence of brand equity and brand attitude.

Suggested Citation

  • Liu, Matthew Tingchi & Wong, IpKin Anthony & Tseng, Ting-Hsiang & Chang, Angela Wen-Yu & Phau, Ian, 2017. "Applying consumer-based brand equity in luxury hotel branding," Journal of Business Research, Elsevier, vol. 81(C), pages 192-202.
  • Handle: RePEc:eee:jbrese:v:81:y:2017:i:c:p:192-202
    DOI: 10.1016/j.jbusres.2017.06.014
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296317302096
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    2. Leslie De Chernatony & Susan Cottam & Susan Segal-Horn, 2006. "Communicating Services Brands' Values Internally and Externally," The Service Industries Journal, Taylor & Francis Journals, vol. 26(8), pages 819-836, December.
    3. Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    4. Romaniuk, Jenni & Nenycz-Thiel, Magda, 2013. "Behavioral brand loyalty and consumer brand associations," Journal of Business Research, Elsevier, vol. 66(1), pages 67-72.
    5. Jeou-Shyan Horng & Chih-Hsing (Sam) Liu & Hsin-Yu Chiu & Chang-Yen Tsai, 2012. "The role of international tourist perceptions of brand equity and travel intention in culinary tourism," The Service Industries Journal, Taylor & Francis Journals, vol. 32(16), pages 2607-2621, December.
    6. Odin, Yorick & Odin, Nathalie & Valette-Florence, Pierre, 2001. "Conceptual and operational aspects of brand loyalty: an empirical investigation," Journal of Business Research, Elsevier, vol. 53(2), pages 75-84, August.
    7. Moon, Junyean & Chadee, Doren & Tikoo, Surinder, 2008. "Culture, product type, and price influences on consumer purchase intention to buy personalized products online," Journal of Business Research, Elsevier, vol. 61(1), pages 31-39, January.
    8. Zhan, Lingjing & He, Yanqun, 2012. "Understanding luxury consumption in China: Consumer perceptions of best-known brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1452-1460.
    9. Rob Bailey & Stephen Ball, 2006. "An exploration of the meanings of hotel brand equity," The Service Industries Journal, Taylor & Francis Journals, vol. 26(1), pages 15-38, January.
    10. Rojas-Méndez, José I. & Davies, Gary & Madran, Canan, 2009. "Universal differences in advertising avoidance behavior: A cross-cultural study," Journal of Business Research, Elsevier, vol. 62(10), pages 947-954, October.
    11. Lynch, John G, Jr & Chakravarti, Dipankar & Mitra, Anusree, 1991. "Contrast Effects in Consumer Judgments: Changes in Mental Representations or in the Anchoring of Rating Scales?," Journal of Consumer Research, Oxford University Press, vol. 18(3), pages 284-297, December.
    12. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Oxford University Press, vol. 29(4), pages 595-600, March.
    13. Sattler, Henrik & Völckner, Franziska & Riediger, Claudia & Ringle, Christian M., 2010. "The impact of brand extension success drivers on brand extension price premiums," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 319-328.
    14. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    15. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    16. Keith Wilcox & Anne L. Roggeveen & Dhruv Grewal, 2011. "Shall I Tell You Now or Later? Assimilation and Contrast in the Evaluation of Experiential Products," Journal of Consumer Research, Oxford University Press, vol. 38(4), pages 763-773.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Shoppers’ attachment with retail stores: Antecedents and impact on patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 371-378.
    2. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework," Journal of Business Research, Elsevier, vol. 105(C), pages 189-200.
    3. Marques, Catarina & da Silva, Rui Vinhas & Davcik, Nebojsa S. & Faria, Rita Tamagnini, 2020. "The role of brand equity in a new rebranding strategy of a private label brand," Journal of Business Research, Elsevier, vol. 117(C), pages 497-507.
    4. Xu, Xun, 2020. "Examining an asymmetric effect between online customer reviews emphasis and overall satisfaction determinants," Journal of Business Research, Elsevier, vol. 106(C), pages 196-210.
    5. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 2020. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 481-494, July.
    6. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 0. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    8. Giglio, Simona & Pantano, Eleonora & Bilotta, Eleonora & Melewar, T.C., 2020. "Branding luxury hotels: Evidence from the analysis of consumers’ “big” visual data on TripAdvisor," Journal of Business Research, Elsevier, vol. 119(C), pages 495-501.
    9. Hultman, Magnus & Papadopoulou, Christina & Oghazi, Pejvak & Opoku, Robert, 2021. "Branding the hotel industry: The effect of step-up versus step-down brand extensions," Journal of Business Research, Elsevier, vol. 124(C), pages 560-570.
    10. Mohamed Ismail Mujahid Hilal, 2019. "A nexus between the elements of brand equity and its creation: evidence from the telecommunication industry of Sri Lanka," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 9(10), pages 254-264, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Foroudi, Pantea & Jin, Zhongqi & Gupta, Suraksha & Foroudi, Mohammad M. & Kitchen, Philip J., 2018. "Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention," Journal of Business Research, Elsevier, vol. 89(C), pages 462-474.
    2. Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
    3. Hariharan, Vijay Ganesh & Desai, Kalpesh Kaushik & Talukdar, Debabrata & Inman, J. Jeffrey, 2018. "Shopper marketing moderators of the brand equity – behavioral loyalty relationship," Journal of Business Research, Elsevier, vol. 85(C), pages 91-104.
    4. Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
    5. Barreda, Albert A. & Bilgihan, Anil & Nusair, Khaldoon & Okumus, Fevzi, 2016. "Online branding: Development of hotel branding through interactivity theory," Tourism Management, Elsevier, vol. 57(C), pages 180-192.
    6. Ishaq, Muhammad Ishtiaq & Hussain, Nazia & Asim, Ali Ijaz & Cheema, Luqman J., 2014. "Valor da marca na indústria hoteleira paquistanesa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(3), May.
    7. Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    8. Massoud Moslehpour & Ka Yin Chau & Alaleh Dadvari & Ben-Roy Do & Victoria Seitz, 2019. "What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries," Sustainability, MDPI, Open Access Journal, vol. 11(24), pages 1-22, December.
    9. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.
    10. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
    11. Mohamed Ismail Mujahid Hilal, 2019. "A nexus between the elements of brand equity and its creation: evidence from the telecommunication industry of Sri Lanka," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 9(10), pages 254-264, October.
    12. Ching-Cheng Shen & Yen-Rung Chang & Der-Jen Liu, 2020. "Sustainable Development of an Organic Agriculture Village to Explore the Influential Effect of Brand Equity from the Perspective of Landscape Resources," Sustainability, MDPI, Open Access Journal, vol. 12(18), pages 1-12, September.
    13. Jui-Ying Hung & Feng-Li Lin & Wen-Goang Yang, 2012. "Developing Experience-Based Luxury Brand Equity In The Luxury Resorts Hotel Industry," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(4), pages 45-58.
    14. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework," Journal of Business Research, Elsevier, vol. 105(C), pages 189-200.
    15. Maria Ángeles Alcaide González & Elena De La Poza Plaza & Natividad Guadalajara Olmeda, 2020. "The impact of corporate social responsibility transparency on the financial performance, brand value, and sustainability level of IT companies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 642-654, March.
    16. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    17. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 1-1, October.
    18. Zablah, Alex R. & Brown, Brian P. & Donthu, Naveen, 2010. "The relative importance of brands in modified rebuy purchase situations," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 248-260.
    19. Ahmad, Anees & Thyagaraj, K.S., 2017. "An empirical comparison of two brand personality scales: Evidence from India," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 86-92.
    20. Betül Çal & Mary Lambkin, 2017. "Brand equity of stock exchange as a mediator in financial decisions," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(1), pages 14-23, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:81:y:2017:i:c:p:192-202. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Nithya Sathishkumar). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.