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dc.contributor.authorSo, Kevinen_US
dc.contributor.authorKing, Ceridwynen_US
dc.contributor.editorDr Fevzi Okumusen_US
dc.date.accessioned2017-05-03T12:53:53Z
dc.date.available2017-05-03T12:53:53Z
dc.date.issued2010en_US
dc.date.modified2010-08-24T06:50:51Z
dc.identifier.issn09596119en_US
dc.identifier.doi10.1108/09596111011053765en_AU
dc.identifier.urihttp://hdl.handle.net/10072/33642
dc.description.abstractAbstract Purpose - The purpose of this study is to provide hotel brand managers with a robust measure to evaluate brand equity as an outcome of brand strategies, as well as to gain insight into what contributes to hotel brand equity. Design/methodology/approach - A quantitative methodology was adopted including the development of a survey questionnaire that allows for the measurement of the six constructs contained within Berry's (2000) Service-Branding Model. The development of the survey instrument followed a two-stage process. In the initial stage, pretested items were generated from the research literature. The second stage involved conducting focus groups to identify and eliminate deficiencies of the questionnaire. Data were collected using a self-administered survey via central location intercept across multiple tourist attractions in a major tourist destination in Australia. The sample of the present study consisted of 288 respondents who have previously stayed in a hotel organisation. Findings - Using Berry's (2000) Service-Branding Model as a conceptual framework, a robust measure of hotel brand equity has been developed and validated. In doing so, the results of this study indicate that for experienced hotel customers, service experience is most influential in determining brand meaning (i.e., the customer's dominant perceptions and impression of the brand). Such brand meaning in turn serves as the primary contributor to brand equity. The effect of brand awareness on brand equity is however found to be not significant. Research limitations/implications - In establishing effective brand management practices and to realise positive and sustainable brand equity, hotel brand managers, need to have an equal focus on managing the brand internally as well as externally. Practical implications - The findings provide a sound conceptual framework and robust measure through which hotel brand managers can effectively build, measure, and manage hotel brand equity from the customer's perspective. Originality/Value - The paper provides an empirical examination of Berry's (2000) Service-Branding Model. In doing so, it provides hotel brand managers with a robust service brand measure to assess brand equity as an outcome of brand strategies. Further, the results give insight into the process by which hotel brand equity is built.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent242598 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmerald Group Publishingen_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom589en_US
dc.relation.ispartofpageto608en_US
dc.relation.ispartofissue5en_US
dc.relation.ispartofjournalInternational Journal of Contemporary Hospitality Managementen_US
dc.relation.ispartofvolume22en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.title"When experience matters": Building and measuring hotel brand equity - The customers' perspectiveen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Tourism, Sport and Hotel Managementen_US
gro.rights.copyrightCopyright 2009 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.en_AU
gro.date.issued2010
gro.hasfulltextFull Text


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