Pregled bibliografske jedinice broj: 825059
Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment
Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment // Current Issues in Tourism, 21 (2018), 14; 1621-1643 doi:10.1080/13683500.2016.1209163 (međunarodna recenzija, članak, znanstveni)
CROSBI ID: 825059 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment
Autori
Šerić, Maja ; Mikulić, Josip ; Gil-Saura, Irene
Izvornik
Current Issues in Tourism (1368-3500) 21
(2018), 14;
1621-1643
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni
Ključne riječi
customer-based brand equity ; brand awareness ; brand image ; perceived quality ; brand trust ; affective brand commitment ; behavioural loyalty ; attitudinal loyalty ; impact-asymmetry assessment
Sažetak
The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand equity outcomes. The impact-asymmetry analysis reveals that perceived quality does not play a significant role in explaining brand equity, while awareness and trust emerge to have a significant negatively asymmetric impact. The paper is novel as the proposed model includes two new variables that are deemed critical to hospitality research, i.e. trust and affective commitment. The relationship structure of the model is new to the literature as loyalty is conceptualized as a consequence of brand equity, thus confirming theoretical assumptions with limited empirical evidence. Finally, it is the first study that examines asymmetric impacts of customer-based brand equity drivers.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
HRZZ-UIP-2014-09-7005 - bredniranje Turističke destinacije: Analiza Uspješnosti Brenda u Kontekstu Procesa brendiranja Destinacije (DESTBRAND) (Mikulić, Josip, HRZZ - 2014-09) ( CroRIS)
Ustanove:
Ekonomski fakultet, Zagreb,
Institut za turizam, Zagreb
Profili:
Josip Mikulić
(autor)
Citiraj ovu publikaciju:
Časopis indeksira:
- Current Contents Connect (CCC)
- Web of Science Core Collection (WoSCC)
- Social Science Citation Index (SSCI)
- SCI-EXP, SSCI i/ili A&HCI
- Scopus
Uključenost u ostale bibliografske baze podataka::
- Geobase
- Sociological Abstracts
- CABI
- EBSCOhost
- ProQuest