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Effects of Customer-Based Brand Equity (CBBE) on Guest Experience in Beach and Island Resort

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  • Nor Diyana Mohammed Shobri

Abstract

This study investigates the effect of customer-based brand equity (CBBE) on guests’ experience in the beach and island resort settings. A survey method was adopted by using a self-administered questionnaire. Purposive sampling was employed, and data were collected from 200 guests who had stayed at beach and island resorts in seven destinations. A Structural Equation Model (Partial Least Squares-SEM or PLS-SEM) approach was applied to analyze the data. The findings in this study reveal that the hypothesized relationship between brand association and guests’ experience and perceived quality was supported. However, the findings failed to support the hypothesized relationship between brand awareness and guests’ experience. This study offers several theoretical contributions, followed by managerial implications and outlines potential directions for future research.

Suggested Citation

  • Nor Diyana Mohammed Shobri, 2025. "Effects of Customer-Based Brand Equity (CBBE) on Guest Experience in Beach and Island Resort," Information Management and Business Review, AMH International, vol. 17(2), pages 530-540.
    • Handle: RePEc:rnd:arimbr:v:17:y:2025:i:2:p:530-540
    DOI: 10.22610/imbr.v17i2(I)S.4633
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    References listed on IDEAS

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    3. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    4. Chunchang Xie & Ziqi Sun, 2021. "Influence of perceived quality on customer satisfaction in different stages of services," Nankai Business Review International, Emerald Group Publishing Limited, vol. 12(2), pages 258-280, July.
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