文章基本信息

标题：Valor da marca na indústria hoteleira paquistanesa
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作者：Muhammad Ishtiaq Ishaq ; Nazia Hussain ; Ali Ijaz Asim 等
期刊名称：RAE - Revista de Administração de Empresas
印刷版ISSN：2178-938X
出版年度：2014
卷号：54
期号：3
页码：284-295
语种：Portuguese
出版社：RAE - Revista de Administração de Empresas
摘要：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.
其他摘要：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.
关键词：Service quality;brand loyalty;brand equity;hospitality industry;Pakistan.;Calidad de servicio;lealtad de marca;valor de marca;la industria hospitalaria;Pakistán.;Qualidade do Serviço;fidelidade à marca;valor da marca;indústria hoteleira;Paquistão.
其他关键词：Service quality; brand loyalty; brand equity; hospitality industry; Pakistan.