This Article Full Text (OnlineFirst PDF) All Versions of this Article: 1096348007313265v1 32/2/235    most recent Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Kim, W. G. Articles by Kim, H. J. Search for Related Content Social Bookmarking                   What's this?

Multidimensional Customer-Based Brand Equity and its Consequences in Midpriced Hotels

^* To whom correspondence should be addressed. E-mail: wkim{at}cob.fsu.edu.

	Abstract

This study examined the relationship between hotel brand equity and guests’ perceived value and revisit intention. The path model (brand equity factors leading to outcome variables) was formed to test research hypotheses. Data from 264 travelers who have stayed in midscale hotels were used for the structural equation modeling (SEM) analysis. All dimensions of brand equity (brand loyalty, perceived quality, and brand awareness/association) positively affected perceived value. Two brand-equity dimensions (brand loyalty and brand awareness/association) were found to increase guests’ revisit intention. Although perceived quality was not a direct determinant of revisit intent, the effect of perceived quality on revisit intent was mediated by perceived value. Overall, this study highlights the importance of perceived value in lodging customers’ mind. Managerial implications are provided based on the results.

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?