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The Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavioral Intentions

Iowa State University, hmoh{at}iastate.edu

The author introduces a comprehensive customer value framework and tests an extended value model with lodging products. The extended value model in this study newly incorporates the concepts of brand awareness, as compared to brand or product class, and price fairness. Based on Baron and Kenny’s guideline for mediation analysis, this study found the traditional customer value process to be useful for lodging research and marketing. In addition, brand awareness and price fairness concepts were found to play significant roles in the customer value process. The article includes discussions on both managerial and research implications.

Key Words: customer value • brand • price • purchase • quality • consumer behavior • lodging

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