Brand Equity, Customer Satisfaction and Brand Loyalty

Janghyeon Nam, Yuksel Ekinci, Georgina Whyatt

Research output: Contribution to journalArticle

301 Citations (Scopus)

Abstract

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.

Research highlights
► This study introduces a parsimonious measure of consumer based brand equity. ► This study captures a wider spectrum of symbolic consumption. ► This study contributes to the existing body of consumer satisfaction’s knowledge.

Original languageEnglish
Pages (from-to)1009-1030
Number of pages22
JournalAnnals of Tourism Research
Volume38
Issue number3
Early online date1 Jun 2011
DOIs
Publication statusPublished - Jul 2011
Externally publishedYes

Keywords

  • brand equity
  • customer satisfaction
  • brand loyalty

Fingerprint Dive into the research topics of 'Brand Equity, Customer Satisfaction and Brand Loyalty'. Together they form a unique fingerprint.

  • Cite this