Applying CBBE in luxury hotel branding: An empirical study

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	Applying CBBE in luxury hotel branding: An empirical study
	Liu, T. C.; Wong, A.; Tseng, T.; Chang, W. Y.
	2016-05-01
Source Publication	Proceedings of The Mystique of Luxury Brands- Shanghai Conference 2016
Abstract	This study examines the role of each component in consumer-based brand equity (CBBE) on consumer brand attitude and purchase intention of service brands in the luxury hotel industry. The conceptual model encompasses four CBBE elements (brand awareness, brand loyalty, perceived quality, and brand association) and two consumer responses (brand attitude and purchase intention) with a contextual factor (brand performance). The hypotheses were tested using a survey of over 300 customers from luxury hotels in Macau. It is found that four CBBE elements are all positively related to brand attitude but not all are directly influencing purchase intention. This study advances the theory of CBBE by extending its coverage to service brands rather than commonly discussed product brands. Moreover, by clarifying the direct, indirect and total effects of each CBBE element on brand attitude and purchase intention, this study enriches existing knowledge by providing new insights on the mediating role of brand attitude and provides new findings on the mechanism of each CBBE component in the model. This study also provides managerial implications for companies in branding management, service marketing, and marketing communications in an emerging market, especially for the luxury service business.
Keyword	Brand equity Brand attitude Purchase intention Service brand Luxury hotel
URL	View the original
Language	英語English
The Source to Article	PB_Publication
PUB ID	33847
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Liu, T. C.
Recommended Citation GB/T 7714	Liu, T. C.,Wong, A.,Tseng, T.,et al. Applying CBBE in luxury hotel branding: An empirical study[C], 2016.
APA	Liu, T. C.., Wong, A.., Tseng, T.., & Chang, W. Y. (2016). Applying CBBE in luxury hotel branding: An empirical study. Proceedings of The Mystique of Luxury Brands- Shanghai Conference 2016.

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