Open Access. Powered by Scholars. Published by Universities.®
Hospitality Administration and Management Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Hospitality Administration and Management
Measuring Brand Equity Of Restaurant Chains, Woo Gon Kim, Peter Dimicelli, Jin Khang
Measuring Brand Equity Of Restaurant Chains, Woo Gon Kim, Peter Dimicelli, Jin Khang
Hospitality Review
Little research has been done to measure brand equity of hospitality companies. It is important for food service organizations to measure accurately their brand equity in order to manage and leverage it properly. This study attempts to measure the brand equity of casual dining restaurant chains in monetary terms using conjoint analysis.