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A Consumer-Based Brand Equity Model For The Luxury And Upscale Hotel Sector, Hairong Shan
A Consumer-Based Brand Equity Model For The Luxury And Upscale Hotel Sector, Hairong Shan
Theses: Doctorates and Masters
Luxury and upscale hotels, in common with businesses in other service industries and more broadly, seek to develop a strong brand that will contribute to a long-term competitive advantage. However, research on consumer-based brand equity in luxury and upscale hotels is limited. Therefore, the current research, based on fundamental theories of brand equity development established in the packaged goods and the service industries including hotels, has developed a consumer-based brand equity model for the luxury and upscale hotel sector.
A mixed methods research design was employed. A qualitative study was first conducted using focus groups with the data being content …