DocumentCode
727623
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
fYear
2015
fDate
22-24 June 2015
Firstpage
1
Lastpage
5
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;
fLanguage
English
Publisher
ieee
Conference_Titel
Service Systems and Service Management (ICSSSM), 2015 12th International Conference on
Conference_Location
Guangzhou
Print_ISBN
978-1-4799-8327-8
Type
conf
DOI
10.1109/ICSSSM.2015.7170148
Filename
7170148
Link To Document