IDEAS home Printed from https://ideas.repec.org/a/eee/touman/v46y2015icp431-443.html
   My bibliography  Save this article

Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests

Author

Listed:
  • Huang, Zhuowei (Joy)
  • Cai, Liping A.

Abstract

This study addresses global expansion challenges faced by multinational hotel companies under the backdrop of the booming international travel. Grounded upon theories pertaining to brand equity, this study develops the consumer-based brand equity (CBBE) model for multinational hotel brands, which examines the effects of brand knowledge on consumer response to these brands. The conceptual model is empirically tested using a sample of the Chinese middle-class consumers in their home country – China and when they travel to the foreign country as their host country – the United States. Three U.S.-based multinational hotel brands are selected: Hilton, Holiday Inn, and Super 8. Different relationship patterns between brand knowledge and consumer responses in home and host countries are exhibited. In addition, this study examines the role of Chinese consumers' travel motivation to the United States in the CBBE model.

Suggested Citation

  • Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    • Handle: RePEc:eee:touman:v:46:y:2015:i:c:p:431-443
    DOI: 10.1016/j.tourman.2014.07.013
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0261517714001459
    Download Restriction: no
    File URL: https://libkey.io/10.1016/j.tourman.2014.07.013?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Kim, Kyungmi & Uysal, Muzaffer & Sirgy, M. Joseph, 2013. "How does tourism in a community impact the quality of life of community residents?," Tourism Management, Elsevier, vol. 36(C), pages 527-540.
    2. Jean-Noël Kapferer, 2005. "The post global brand," Post-Print hal-00781536, HAL.
    3. Horng, Jeou-Shyan & Liu, Chih-Hsing & Chou, Hsin-Yu & Tsai, Chang-Yen, 2012. "Understanding the impact of culinary brand equity and destination familiarity on travel intentions," Tourism Management, Elsevier, vol. 33(4), pages 815-824.
    4. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    5. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    6. Lee, Jin-Soo & Back, Ki-Joon, 2010. "Reexamination of attendee-based brand equity," Tourism Management, Elsevier, vol. 31(3), pages 395-401.
    7. Chen, Jean Jinghan & Dimou, Irini, 2005. "Expansion strategy of international hotel firms," Journal of Business Research, Elsevier, vol. 58(12), pages 1730-1740, December.
    8. Camarero, Carmen & Garrido, María José & Vicente, Eva, 2010. "Components of art exhibition brand equity for internal and external visitors," Tourism Management, Elsevier, vol. 31(4), pages 495-504.
    9. Hoyer, Wayne D & Brown, Steven P, 1990. "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 141-148, September.
    10. Zhou, Qilou (Bill) & Zhang, Jie & Edelheim, Johan R., 2013. "Rethinking traditional Chinese culture: A consumer-based model regarding the authenticity of Chinese calligraphic landscape," Tourism Management, Elsevier, vol. 36(C), pages 99-112.
    11. Jin, Xin & Weber, Karin, 2013. "Developing and testing a model of exhibition brand preference: The exhibitors' perspective," Tourism Management, Elsevier, vol. 38(C), pages 94-104.
    12. Pike, Steven, 2012. "Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis," Tourism Management, Elsevier, vol. 33(1), pages 100-107.
    13. Crimmins, James C., 2000. "Better Measurement and Management of Brand Value," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 136-144, December.
    14. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
    2. Coderre, François & Sirieix, Lucie & Valette-Florence, Pierre, 2022. "The facets of consumer-based food label equity: Measurement, structure and managerial relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Abdullah Uslu & Gözde Seval Ergün, 2021. "The Moderator Effect of the Perception of Value Co-Creation on the Relationship between Hotel Brand Equity and WOM," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 14(2), pages 149-164.
    4. Mihaela Simona Moise & Irene Gil-Saura & Maja Šerić & Maria Eugenia Ruiz Molina, 2019. "Influence of environmental practices on brand equity, satisfaction and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 646-657, November.
    5. Liu, Chih-Hsing Sam & Chou, Sheng-Fang & Lin, Jun-You, 2021. "Implementation and evaluation of tourism industry: Evidentiary case study of night market development in Taiwan," Evaluation and Program Planning, Elsevier, vol. 89(C).
    6. Iglesias, Oriol & Markovic, Stefan & Rialp, Josep, 2019. "How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy," Journal of Business Research, Elsevier, vol. 96(C), pages 343-354.
    7. Liu, Matthew Tingchi & Wong, IpKin Anthony & Tseng, Ting-Hsiang & Chang, Angela Wen-Yu & Phau, Ian, 2017. "Applying consumer-based brand equity in luxury hotel branding," Journal of Business Research, Elsevier, vol. 81(C), pages 192-202.
    8. Amanda Belarmino & Yoon Koh & Hyejo Hailey Shin, 2022. "Blurred lines: comparing room rates, star-ratings, and user-generated contents for full-service and select-service hotels," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 721-742, September.
    9. Hyeon Mo Jeon & Se Ran Yoo, 2021. "The relationship between brand experience and consumer-based brand equity in grocerants," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 369-389, June.
    10. Rajesh Sharma & Vranda Jain, 2019. "CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India," Metamorphosis: A Journal of Management Research, , vol. 18(1), pages 57-67, June.
    11. Sujin Bae & Timothy Hyungsoo Jung & Natasha Moorhouse & Minjeong Suh & Ohbyung Kwon, 2020. "The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective," Sustainability, MDPI, vol. 12(7), pages 1-22, April.
    12. Abdelbaset M. Alkhawaldeh & Bilal Mohammad Eneizan, 2018. "Factors Influencing Brand Loyalty in Durable Goods Market," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(1), pages 326-339, January.
    13. Anne Schmitz & Nieves Villaseñor-Román, 2018. "Do Brands Matter in Unlisted Firms? An Empirical Study of the Association between Brand Equity and Financial Performance," Administrative Sciences, MDPI, vol. 8(4), pages 1-12, October.
    14. Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
    15. Hyun, Hyowon & Park, JungKun & Hong, Eunpyo, 2024. "Enhancing brand equity through multidimensional brand authenticity in the fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Asli D. A. Tasci, 2020. "Exploring the analytics for linking consumer-based brand equity (CBBE) and financial-based brand equity (FBBE) of destination or place brands," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(1), pages 36-59, March.
    2. Homburg, Christian & Klarmann, Martin & Schmitt, Jens, 2010. "Brand awareness in business markets: When is it related to firm performance?," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 201-212.
    3. Mohammad Shariq & Bilal Mustafa Khan & Aftab Haider Rizvi, 2014. "An Exploratory Analysis of Marketing Elements and Brand Equity in the UAE FMCG Category," Jindal Journal of Business Research, , vol. 3(1-2), pages 121-136, June.
    4. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.
    5. Mehran REZVANI & Seyed Hamid Khodadad HOSEINI & Mohammad Mehdi SAMADZADEH, 2012. "Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(1), pages 1-3, February.
    6. Mohamed Ismail Mujahid Hilal, 2019. "A nexus between the elements of brand equity and its creation: evidence from the telecommunication industry of Sri Lanka," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 9(10), pages 254-264, October.
    7. Liu, Matthew Tingchi & Wong, IpKin Anthony & Tseng, Ting-Hsiang & Chang, Angela Wen-Yu & Phau, Ian, 2017. "Applying consumer-based brand equity in luxury hotel branding," Journal of Business Research, Elsevier, vol. 81(C), pages 192-202.
    8. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    9. Ishaq, Muhammad Ishtiaq & Hussain, Nazia & Asim, Ali Ijaz & Cheema, Luqman J., 2014. "Valor da marca na indústria hoteleira paquistanesa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(3), May.
    10. Teresa Ruão & Sandra Marinho & Sara Balonas & Ana Duarte Melo & Ana Isabel Lopes, 2016. "Brand Management at a Local Scale: A Case of ‘Ghost Awareness’," Corporate Reputation Review, Palgrave Macmillan, vol. 19(2), pages 179-193, April.
    11. Tasci, Asli D.A., 2018. "Testing the cross-brand and cross-market validity of a consumer-based brand equity (CBBE) model for destination brands," Tourism Management, Elsevier, vol. 65(C), pages 143-159.
    12. Foroudi, Pantea & Jin, Zhongqi & Gupta, Suraksha & Foroudi, Mohammad M. & Kitchen, Philip J., 2018. "Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention," Journal of Business Research, Elsevier, vol. 89(C), pages 462-474.
    13. Alexander Nagel & Philipp Sandner, 2015. "Evaluation Of New Generic Top Level Domains From A Brand And A Trademark Perspective," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 8(1), pages 93-112.
    14. Sauer, Matthias, 2014. "Cue-recognition effects in the assessment of movie trailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 376-382.
    15. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    16. Anne Schmitz & Nieves Villaseñor-Román, 2018. "Do Brands Matter in Unlisted Firms? An Empirical Study of the Association between Brand Equity and Financial Performance," Administrative Sciences, MDPI, vol. 8(4), pages 1-12, October.
    17. Das, Gopal, 2014. "Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 561-569.
    18. Hung Wan Kot & Ming-Hsiang Chen & Ching-Hui (Joan) Su & Yu-Xia Lin, 2024. "Tang poetry and tourism: Cultural effects after 1000 years," Tourism Economics, , vol. 30(1), pages 152-173, February.
    19. Jiayin Zhang & Min Wang & Yinbin Lin, 2024. "Evaluations of Guangzhou’s brand building through intangible cultural heritage: a brand equity model," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 119-129, June.
    20. Kalogianni, Irini Tzimitra & Kamenidou, Irene & Priporas, Konstantinosvasilios & Tziakas, Vasilis, 2002. "Age and gender affects on consumers' awareness and source of awareness for food-related private-label brands," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 3(1), pages 1-14, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:touman:v:46:y:2015:i:c:p:431-443. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/tourism-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.