BRAND EQUITY, BRAND LOYALTY AND CONSUMER SATISFACTION

被引：434

作者：

Nam, Janghyeon ^{[1
]}

Ekinci, Yuksel

Whyatt, Georgina ^{[2
]}

机构：

[1] Kyungnam Univ, Coll Business & Econ, Chang Won, South Korea

[2] Oxford Brookes Univ, Sch Business, Dept Mkt, Oxford OX3 0BP, England

来源：

ANNALS OF TOURISM RESEARCH | 2011年 / 38卷 / 03期

关键词：

brand equity; customer satisfaction; brand loyalty; PERCEIVED SERVICE QUALITY; CUSTOMER SATISFACTION; EMPIRICAL-EXAMINATION; SELF-CONCEPT; MODEL; MARKET; PROFITABILITY; CONSEQUENCES; PERCEPTIONS; PERSONALITY;

D O I：

10.1016/j.annals.2011.01.015

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity-physical quality, staff behaviour, ideal self-congruence, brand identification and lifestyle-congruence-are found to have positive effects on consumer satisfaction. The findings of the study suggest that consumer satisfaction partially mediates the effects of staff behaviour, ideal self-congruence and brand identification on brand loyalty. The effects of physical quality and lifestyle-congruence on brand loyalty are fully mediated by consumer satisfaction.

引用

页码：1009 / 1030

页数：22

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