Developing a Conceptual Model of Brand Equity in the Hotel Industry Based on Aaker's Perspective

Abstract

This study examines the relationship among the components of customer-based brand equity in the U.S. lodging industry. Based on Aaker's assumption that the dimensions of brand equity have causal interrelationships and heighten the significance of their dependency on each other, twelve hypotheses were tested. A sample of travelers in a midwestern city in the U.S. was used. The results indicate that perceived quality is the strongest predictor when determining brand equity in the hotel industry.

KEYWORDS:

• brand equity
• loyalty
• awareness
• association
• perceived quality