Business Commons^™

The Consumer-Based Brand Equity Development In The Australian Luxury And Upscale Hotel Sector, Sharon Shan

ECU Posters

A main strategy for a luxury or upscale hotel to succeed in a competitive market is to develop a strong brand which is recognised, trusted and preferred by the consumers. This strength of a brand is defined as the consumer-based brand equity. There is limited research identifying factors that drive consumer-based brand equity in the specific sectors of luxury and upscale hotels. This limits managers in this sector in being able to efficiently manage their brands. Therefore, the current research investigated antecedents and measurements of consumer-based brand equity, based on the specific hotel consumers’ expectations and perceptions of a strong …