Title: Relation between brand equity and purchase intention in hotel industry

Authors: Jing Bian, Chunhui Liu

Addresses: Northampton Business School, The University of Northampton, Boughton Green Road, Northampton, NN2 7AL, UK. ' Department of Business and Administration, The University of Winnipeg, 515 Portage Avenue, Winnipeg, MB R3B 2E9, Canada

Abstract: This research empirically tests brand equity|s impact on purchase intention in hotel industry. Customer orientation is playing an increasingly important role in generating firms| competitiveness. This is especially true in China, the world|s largest emerging tourism market, where competition is severe in hotel industry. A survey is conducted on a random sample of potential Chinese hotel customers to empirically test the impact of brand equity on purchase intentions. The findings uncover empirical evidence of a positive and significant relation between brand equity dimensions and purchase intention and thus highlight the importance of brand equity in achieving competitiveness in service industry.

Keywords: brand equity; service industry; hotel industry; purchase intention; brand awareness; perceived quality; brand association; brand loyalty; brand value; China; hotel services; customer orientation; tourism markets.

DOI: 10.1504/IJSS.2011.040640

International Journal of Services and Standards, 2011 Vol.7 No.1, pp.18 - 34

Published online: 27 Feb 2015 *

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