Customer Based Brand Equity on Economy Hotels Marketing Essay
Over the past two decades, customer-based brand equity CBBE has become one of the most important marketing concepts for both academics and practitioners. CBBE is defined as the differential effect of brand knowledge on consumer response to brand marketing. There now exists a robust body of, This study examines the effect of Customer-Based Brand Equity CBBE on customer loyalty and further investigates the mediating role of customer satisfaction and trust in the hotel industry. To achieve this goal, a questionnaire was developed and data collected from hotel guests in five-star hotels in Turkey. This article attempts to investigate which variables contribute to the creation of brand equity and to investigate whether brand loyalty can be considered as a consequence of brand equity. in the hotel context. In addition, it attempts to provide more detailed insights into possible asymmetric effects between customer-based brand value and its drivers, and Shows the overall results of the largest hotel chains in the world Euromonitor, 2010. We analyze these chains in the cities mentioned above. Because there is no direct measure of brand awareness, and following the work of Kim and Kim in 2005, who suggest that this dimension is closely related to firm performance, we have: 1. Introduction. One of the constructs that has attracted particular attention among brand management scholars in recent decades is that of brand equity (hereinafter: BE, Buil et al.). 2013, Iglesias et al. 2019, Keller and Lehmann, 2006. This is a fundamental topic in marketing and a valuable asset for companies. Aaker, 1991, Marketing influencer is a recent phenomenon that occurs as a result of marketing. 0. This study aimed at elaborating Tiktok micro-influencer as a marketing communication tactic to build a brand. Customer-based brand equity: Customer-based brand equity is defined as the exceptional characteristics of brands for which customers are willing to pay a higher price than for another brand. Brand Awareness: Brand awareness is defined as an individual's ability to remember and recognize a brand. Aaker, 1996, amp, Keller, 2003. The customer-based perspective of brand equity emphasizes customers' perceptions of a brand with respect to its performance, social image, value, etc. Lassar et al. 1995 Customer-based brand equity CBBE is the perceived physical, functional , financial, affective or social value of a brand in the minds and hearts of modern marketing recognizes the paradigm of brand value as an extremely important strategic asset for organizations Davcik et al. 2015. In this sense, it is essential to take into account the . Consumer-based brand equity means that brands provide benefits to consumers by differentiating themselves. products because they facilitate information processing and retrieval Hoyer and Keller's Journal of Marketing, 57 1, 1-22, 1993 influential article on customer-based brand equity and his subsequent research that introduced new models of branding created a major impact on the marketing theory and practice. In this commentary, we provide a discussion on how to measure recent macro changes in the business environment. Measures of consumer-based brand equity are classified as direct or indirect. Indirect measures assess consumer-based brand equity through its demonstrable dimensions and are superior from a diagnostic level. The article concludes with directions for future research and management tips for establishing brand equity, GMS on Customer-Based Brand.