Brand Equity, Customer Satisfaction and Brand Loyalty

Janghyeon Nam, Yuksel Ekinci, Georgina Whyatt

Research output: Contribution to journalArticlepeer-review

418 Citations (Scopus)


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
Issue number3
Early online date1 Jun 2011
Publication statusPublished - Jul 2011
Externally publishedYes


  • brand equity
  • customer satisfaction
  • brand loyalty


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