Use this URL to cite or link to this record in EThOS: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.499402
Title: The antecedents and consequences of brand equity in the hospitality industry
Author: Nam, Jang-Hyeon
Awarding Body: University of Surrey
Current Institution: University of Surrey
Date of Award: 2008
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Abstract:
Emphasis on building and managing brand equity, as a primary driver of a hospitality firm's success, is of increasing interest. Building a brand with strong equity provides a number of potential benefits to a firm: greater brand loyalty, larger profit margins, effective marketing communication focus, and opportunities for brand-extensions. Although the issue of brand equity has emerged as one of the most important aspects of branding, little empirical evidence ists as to how to create brand equity and the nature of its antecedents and consequences. jcially in the hospitality industry. Therefore, the thrust of this research is to develop and test a research model of the antecedents and consequences of brand equity in the hospitality industry - in particular, for the hotel and restaurant sectors.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID: uk.bl.ethos.499402  DOI: Not available
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