Applying consumer-based brand equity in luxury hotel branding
This study examines the effects of consumer-based brand equity (CBBE) components (i.e., brand loyalty, brand awareness, perceived quality, and brand image) of luxury hotel brands on consumer brand attitude and purchase intention with brand performance as a contextual factor. Through a survey involvi...
| Main Authors: | , , , , |
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| Format: | Journal Article |
| Published: |
Elsevier
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/54590 |
| _version_ | 1848759410629804032 |
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| author | Liu, M. Wong, I. Tseng, T. Chang, A. Phau, Ian |
| author_facet | Liu, M. Wong, I. Tseng, T. Chang, A. Phau, Ian |
| author_sort | Liu, M. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This study examines the effects of consumer-based brand equity (CBBE) components (i.e., brand loyalty, brand awareness, perceived quality, and brand image) of luxury hotel brands on consumer brand attitude and purchase intention with brand performance as a contextual factor. Through a survey involving 327 tourists conducted in luxury hotels in Macau, results reveal that all four CBBE elements positively relate to brand attitude, and three directly influence purchase intention. Brand attitude mediates the relationship between four CBBE elements and purchase intention, and brand performance moderates the relationship between brand attitude and purchase intention. This study expands CBBE theory to include luxury hotel brands and contributes to the literature by clarifying the direct, indirect, and total effects of each CBBE element on brand attitude and purchase intention. In addition, the study identifies brand performance as a contextual factor rather than a consequence of brand equity and brand attitude. |
| first_indexed | 2025-11-14T09:59:27Z |
| format | Journal Article |
| id | curtin-20.500.11937-54590 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:59:27Z |
| publishDate | 2016 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-545902020-07-24T07:35:21Z Applying consumer-based brand equity in luxury hotel branding Liu, M. Wong, I. Tseng, T. Chang, A. Phau, Ian This study examines the effects of consumer-based brand equity (CBBE) components (i.e., brand loyalty, brand awareness, perceived quality, and brand image) of luxury hotel brands on consumer brand attitude and purchase intention with brand performance as a contextual factor. Through a survey involving 327 tourists conducted in luxury hotels in Macau, results reveal that all four CBBE elements positively relate to brand attitude, and three directly influence purchase intention. Brand attitude mediates the relationship between four CBBE elements and purchase intention, and brand performance moderates the relationship between brand attitude and purchase intention. This study expands CBBE theory to include luxury hotel brands and contributes to the literature by clarifying the direct, indirect, and total effects of each CBBE element on brand attitude and purchase intention. In addition, the study identifies brand performance as a contextual factor rather than a consequence of brand equity and brand attitude. 2016 Journal Article http://hdl.handle.net/20.500.11937/54590 10.1016/j.jbusres.2017.06.014 Elsevier restricted |
| spellingShingle | Liu, M. Wong, I. Tseng, T. Chang, A. Phau, Ian Applying consumer-based brand equity in luxury hotel branding |
| title | Applying consumer-based brand equity in luxury hotel branding |
| title_full | Applying consumer-based brand equity in luxury hotel branding |
| title_fullStr | Applying consumer-based brand equity in luxury hotel branding |
| title_full_unstemmed | Applying consumer-based brand equity in luxury hotel branding |
| title_short | Applying consumer-based brand equity in luxury hotel branding |
| title_sort | applying consumer-based brand equity in luxury hotel branding |
| url | http://hdl.handle.net/20.500.11937/54590 |