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| Author: | Nam, J. Ekinci, Y. Whyatt, G. |
| Title: | Brand equity, brand loyalty and consumer satisfaction |
| Journal: | Annals of Tourism Research
2011 : JUL, VOL. 38:3, p. 1009-1030 |
| Index terms: | tourism hotel and catering industry restaurants consumer satisfaction brand loyalty |
| Freeterms: | brand equity |
| Language: | eng |
| Abstract: | This study aims to explore the mediating effects of consumer satisfaction (henceforth as: cons-sat.) on the relationship btw. consumer-based brand equity and brand loyalty (herein as: b-l.) in the hotel and restaurant industry. Using structural equation modelling approach and based on a sample of nearly 380 customers, the five dimensions of brand equity-physical quality, staff behaviour, ideal self-congruence (as: i-s-c.), brand identification (as: b-i.) and lifestyle-congruence (as: l-c.) are found of having positive effects on cons-sat. which is suggested to partially mediate the effects of staff behaviour, i-s-c. and b-i. on b-l. The effects of physical quality and l-c. on b-l. are found to be fully mediated by cons-sat. |
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