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Developing Experience-Based Luxury Brand Equity In The Luxury Resorts Hotel Industry

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  • Jui-Ying Hung
  • Feng-Li Lin
  • Wen-Goang Yang

Abstract

Businesses constantly strive to provide added value and brand equity to gain a competitive advantage, particularly in the contemporary hospitality industry. It is widely accepted that a luxury experience brand enhances the value of a luxury resort hotels industry. Since the 1980s, the concept of brand equity has focused mainly on tangible products, as opposed to services or experiences. This study found that experience-based luxury brand equity is perceived through extensive implicit equity related dimensions. In addition, all research tourists of luxury resorts hotel industry in Taiwan and Macao emphasized extended intrinsic values (EIV), which including variables of brand awareness, brand loyalty, organization association and brand identity than fundamental extrinsic value (FEV), including variables of perceived brand loyalty, experience value and unique.

Suggested Citation

  • Jui-Ying Hung & Feng-Li Lin & Wen-Goang Yang, 2012. "Developing Experience-Based Luxury Brand Equity In The Luxury Resorts Hotel Industry," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(4), pages 45-58.
    • Handle: RePEc:ibf:gjbres:v:6:y:2012:i:4:p:45-58
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    References listed on IDEAS

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    Cited by:

    1. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Melissa Li Sa Liow & Yeow Kim Chai, 2015. "Branding Orientation in the Accommodation Industry," International Review of Management and Marketing, Econjournals, vol. 5(2), pages 61-72.
    3. Sri Vandayuli Riorini, 2017. "How to Improve Brand Equity in Tourism," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 417-434.
    4. Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.

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    More about this item

    Keywords

    Luxury Resorts Hotel Industry; Brand Equity; Experience of Luxury; Experience-based Luxury Brand Equity;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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