Data/hora: 23/06/2024 01:40:45

Biblioteca(s): | Embrapa Unidades Centrais.
Data corrente: | 01/07/2014
Data da última atualização: | 01/07/2014
Autoria: | ISHAQ, M. I.; HUSSAIN, N; ASIM, A. I.; CHEEMA, L. J.
Afiliação: | MUHAMMAD ISHTIAQ ISHAQ; NAZIA HUSSAIN; ALI IJAZ ASIM; LUQMAN J. CHEEMA.
Título: | Brand equity in the Pakistani hotel industry.
Ano de publicação: | 2014
Fonte/Imprenta: | Revista de Administração de Empresas, São Paulo, v. 54, n. 3, p. 284-295, maio./jun. 2014.
Idioma: | Inglês
Conteúdo: | Brand equity is considered as the most important aspect of branding, which is a set of brands? assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regression analyses were applied for investigation of study hypotheses. Results pointed out positive and significant influences of service quality on all other dimensions of brand equity whereas partial mediations were endorsed among the variables. Researchers and practitioners implications are discussed.
Palavras-Chave: | Empresa hoteleira.
Thesagro: | Qualidade.
Categoria do assunto: | --
Registro original: | Embrapa Unidades Centrais (AI-SEDE)
Exemplares: | AI-SEDE - (56348-1) - ADC - AP - PP - 658.005 - R454 -  - DIS