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A Comparison of Two Approaches to Measuring Brand Equity in the Hotel Industry

Abstract Branding and brand management have been top management priorities in the hotel industry. Some researchers have concluded that strong branding would be an efficient way for hotels and hotel chains to differentiate themselves from each other. Recent studies have focused on the establishment of a brand equity model and the relevant causal relationships of the model. Most of these studies have used types of desirability scales examining the importance of individual factors in measuring brand equity. However, they ignore the trade-offs that affect and characterize choice. Particularly, the personal decision process implied by the hierarchical brand equity model is absent. This study proposed two alternative measures of brand equity, analytic hie... (more)
Created Date 2014
Contributor Lee, Seung Hyun (Author) / Tyrrell, Timothy (Advisor) / Uysal, Muzaffer (Committee member) / Andereck, Kathleen (Committee member) / Nyaupane, Gyan (Committee member) / Arizona State University (Publisher)
Subject Marketing / Analytic Hierarchy Process / Conjoint Analysis / Consumer Preferences / Hotel Branding
Type Doctoral Dissertation
Extent 246 pages
Language English
Reuse Permissions All Rights Reserved
Note Ph.D. Community Resources and Development 2014
Collaborating Institutions Graduate College / ASU Library
Additional Formats MODS / OAI Dublin Core / RIS

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Description Dissertation/Thesis