Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context

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dc.authoridOkumus, Fevzi/0000-0001-8670-9720
dc.authoridOzturk, Yuksel/0000-0002-4320-5626
dc.contributor.authorSurucu, Ozlem
dc.contributor.authorOzturk, Yuksel
dc.contributor.authorOkumus, Fevzi
dc.contributor.authorBilgihan, Anil
dc.date.accessioned2025-03-23T19:41:11Z
dc.date.available2025-03-23T19:41:11Z
dc.date.issued2019
dc.departmentSinop Üniversitesi
dc.description.abstractThis study investigates the effect of Customer-Based Brand Equity (CBBE) on customer loyalty and further examines the mediatory roles of customer satisfaction and trust in the hotel industry. To accomplish this goal, a questionnaire was developed and data was collected from 918 hotel guests of 39 five-star hotels in 10 cities in Turkey. Results reveal that CBBE consists of brand awareness, physical quality, staff behavior, and brand image. Study results indicate that CBBE improves customer satisfaction and trust. Findings also reveal that to build customer loyalty, hotels should increase customer satisfaction, build trust, and develop CBBE. Theoretical and practical implications are discussed.
dc.identifier.doi10.1016/j.jhtm.2019.07.002
dc.identifier.endpage124
dc.identifier.issn1447-6770
dc.identifier.issn1839-5260
dc.identifier.scopus2-s2.0-85068903516
dc.identifier.scopusqualityQ1
dc.identifier.startpage114
dc.identifier.urihttps://doi.org/10.1016/j.jhtm.2019.07.002
dc.identifier.urihttps://hdl.handle.net/11486/6516
dc.identifier.volume40
dc.identifier.wosWOS:000482223700012
dc.identifier.wosqualityQ1
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherElsevier
dc.relation.ispartofJournal of Hospitality and Tourism Management
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WOS_20250323
dc.subjectBranding
dc.subjectCustomer-based brand equity
dc.subjectCustomer satisfaction
dc.subjectTrust
dc.subjectCustomer loyalty
dc.subjectHotel establishment
dc.titleBrand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context
dc.typeArticle

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