To read the full version of this content please select one of the options below:

The effect of consumer‐based brand equity on firms’ financial performance

Hong‐bumm Kim (Professor and Dean, College of Hospitality and Tourism, Sejong University, Seoul, Korea)
Woo Gon Kim (Assistant Professor, School of Hotel and Restaurant Administration, Oklahoma State University, Stillwater, Oklahoma, USA)
Jeong A. An (Client Relations Executive, Fraser Suites Serviced Residences, Seoul, Korea)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 July 2003

Downloads
23205

Abstract

Examines the underlying dimensions of brand equity and how they affect financial performance of hotel firms. The results of this empirical study, using data collected from 12 luxury hotels, indicate that brand loyalty, perceived quality, and brand image are important components of consumer‐based brand equity. The result implies that hotel firms should seriously consider brand loyalty, perceived quality, and brand image when attempting to establish definite brand equity from the customers’ viewpoint. A review of detailed measures constituting these three variables, brand loyalty, brand awareness, and brand image, shows that most measures affect financial performances of hotels. Nonparametric correlation analysis provides fairly convincing evidence of the effect that consumer‐based brand equity has on a firm’s financial performance in the hotel industry

Keywords

Citation

Kim, H., Gon Kim, W. and An, J.A. (2003), "The effect of consumer‐based brand equity on firms’ financial performance", Journal of Consumer Marketing, Vol. 20 No. 4, pp. 335-351. https://doi.org/10.1108/07363760310483694

Publisher

:

MCB UP Ltd

Copyright © 2003, MCB UP Limited