Brand Equity, Perceived Value and Revisit Intention in the Us Mid-priced Hotel Segment

Abstract

The purpose of this study was to examine hotels' brand equity by measuring Aakers four dimensions including brand loyalty, perceived quality, brand awareness and brand association, and to investigate the relationships brand equity and customer perceived value and revisit intention. Another purpose of this study was to compare each hotel's brand equity dimensions. In order to measure hotel brand equity, top six mid-priced hotels in US were selected. This study was a convenient sample using the self-administered questionnaire. The survey was conducted from May 10 to May 25 in 2004 at Oklahoma City airport in Oklahoma, USA. Lisrel 8.51 was used for estimating structure equation model of this study. While brand loyalty and perceived quality were positively related to perceived value, brand awareness and brand association were not significantly related to perceived value. In revisit intention, only brand loyalty affected revisit intention, whereas other dimensions were not related to revisit intention. However, perceived quality had indirectly effect on revisit intention via perceived value. Perceived value influenced revisit intention. When compared each hotels brand equity dimensions, brand loyalty and perceived quality were significant different, yet brand awareness and brand association were not different among other hotels.