Investigating the interaction effects of customer based brand equity (In Case of Mashhad five stare hotels)

Document Type : Research Paper

Authors

1 Associate Prof, Management Department, Faculty of Economic and Administrative sciences, Ferdowsi University, Mashhad, Iran.

2 Ph.D. Student of System Management, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran.

3 Ph.D. Student of Business Management, Faculty of Management, Allameh Tabataba’i University, Tehran, Iran.

Abstract

Today make a strong brand is an objective for many organizations like service organizations. Therefore building a brand in the hotel industry is important in this area, but little research has been carried out with experimental approach in this area. This study examines experimentally the relationship among the components of customer-based brand equity Based on Asker’s assumption in order to determining the most important component in brand equity components in hotel industry.
This study, based on aim, is an applicable research, and based on data collection method, it is a descriptive research. The using data was gathered by questionnaire from customers of Mashhad five stare hotels by using Non-random sampling methods available collection. Also, considering its data analysis method, it is a structural equation based research. The results indicate that perceived quality is the strongest predictor when determining brand equity and has significant impact on other brand equity components.it is one of the strongest determinant of brand equity.

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