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

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.