INVESTIGATING THE INTERACTION EFFECTS OF CUSTOMER BASED BRAND EQUITY (CASE STUDY: FIVE STARE HOTELS IN MASHHAD)

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RAHIMNIA FARIBORZ; FATEMI SEYEDE ZAHRA; HARANDI ATAOLLAH

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2014 | Volume:5 | Issue:4 Page(s): 1-20

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Information Journal Paper

Title

INVESTIGATING THE INTERACTION EFFECTS OF CUSTOMER BASED BRAND EQUITY (CASE STUDY: FIVE STARE HOTELS IN MASHHAD)

Author(s)

RAHIMNIA FARIBORZ | FATEMI SEYEDE ZAHRA | HARANDI ATAOLLAH | Issue Writer Certificate

Keywords

BRAND EQUITYQ1

BRAND AWARENESSQ2

BRAND LOYALTYQ2

PERCEIVED QUALITYQ2

BRAND ASSOCIATIONQ2

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.

Cites

تاثیر «رابطه عاطفی» با برند بر وفاداری مشتریان در صنعت هتل داری (مورد مطالعه: هتل های چهار و پنج ستاره استان مازندران)

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APA: Copy

RAHIMNIA, FARIBORZ, FATEMI, SEYEDE ZAHRA, & HARANDI, ATAOLLAH. (2014). INVESTIGATING THE INTERACTION EFFECTS OF CUSTOMER BASED BRAND EQUITY (CASE STUDY: FIVE STARE HOTELS IN MASHHAD). JOURNAL OF BUSINESS MANAGEMENT, 5(4), 1-20. SID. https://sid.ir/paper/140160/en

Vancouver: Copy

RAHIMNIA FARIBORZ, FATEMI SEYEDE ZAHRA, HARANDI ATAOLLAH. INVESTIGATING THE INTERACTION EFFECTS OF CUSTOMER BASED BRAND EQUITY (CASE STUDY: FIVE STARE HOTELS IN MASHHAD). JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2014;5(4):1-20. Available from: https://sid.ir/paper/140160/en

IEEE: Copy

FARIBORZ RAHIMNIA, SEYEDE ZAHRA FATEMI, and ATAOLLAH HARANDI, “INVESTIGATING THE INTERACTION EFFECTS OF CUSTOMER BASED BRAND EQUITY (CASE STUDY: FIVE STARE HOTELS IN MASHHAD),” JOURNAL OF BUSINESS MANAGEMENT, vol. 5, no. 4, pp. 1–20, 2014, [Online]. Available: https://sid.ir/paper/140160/en

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