Title :
A holistic model of brand equity management for hotel companies: Understanding the role of employees in brand building
Author :
Hui Zhang ; Zhenbang Niu
Author_Institution :
Sch. of Tourism Manage., Sun Yat-sen Univ., Zhuhai, China
Abstract :
Three perspectives of hotel brand equity, i.e., financial, customer, and employee, were identified and reviewed thoroughly in this paper. A holistic model of brand equity management was proposed, and relationships among financial based, customer based, and employee based brand equity were investigated. Management implications were made, and future research directions were discussed.
Keywords :
marketing; brand building; customer based brand equity; employee based brand equity; financial based brand equity; hotel companies; Brand management; Buildings; Companies; Mouth; Psychology; Stakeholders; brand equity; employee based brand equity; hotel; internal branding;
Conference_Titel :
Service Systems and Service Management (ICSSSM), 2015 12th International Conference on
Conference_Location :
Guangzhou
Print_ISBN :
978-1-4799-8327-8
DOI :
10.1109/ICSSSM.2015.7170148
