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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.
    4. Abdelbaset M. Alkhawaldeh & Bilal Mohammad Eneizan, 2018. "Factors Influencing Brand Loyalty in Durable Goods Market," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(1), pages 326-339, January.
    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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