Author/Authors
KAYA, İlke Kırklareli Üniversitesi - Turizm Fakültesi - Turizm İşletmeciliği Bölümü, Turkey
Title Of Article
Investigation of Group/Chain Hotel Customers’ Attitudinal Differences Towards BrandEquity Through İstanbul Case
شماره ركورد
44452
Abstract
This study aims to reveal the brand equity components of chain/group hotel customers and investigate the attitudinal differences of the customers towards brand equity. Aaker (1996) and Kim Kim, (2005; 2007) scale is used for there search. 717 customers of 24 chain/group hotels servicing in Istanbul has participated to there search. Brand equity components has brand loyalty, brand awareness, brand associations, brand leadership, perceived quality and brand image accordingtotheresults of thefactoranalysis. Though variables such as age, income, job and educational status is ascertained to have correlate with brand equity as result of T-test and ANOVA analysis, brand equity does not have correlate with marrital status and gender.
From Page
597
NaturalLanguageKeyword
Brand equity , brand equity components , thechain , group hotels.
JournalTitle
Ege Academic Review (EAR)
To Page
610
JournalTitle
Ege Academic Review (EAR)
Link To Document