Modeling consumer-based brand equity for multinational hotel brands - When hosts become guests

Zhuowei (Joy) Huang; Liping A. Cai

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Modeling consumer-based brand equity for multinational hotel brands - When hosts become guests

机译：为跨国酒店品牌建立基于消费者的品牌资产模型-当主人成为客人时

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This study addresses global expansion challenges faced by multinational hotel companies under the backdrop of the booming international travel. Grounded upon theories pertaining to brand equity, this study develops the consumer-based brand equity (CBBE) model for multinational hotel brands, which examines the effects of brand knowledge on consumer response to these brands. The conceptual model is empirically tested using a sample of the Chinese middle-class consumers in their home country -.China and when they travel to the foreign country as their host country - the United States. Three U.S.-based multinational hotel brands are selected: Hilton, Holiday Inn, and Super 8. Different relationship patterns between brand knowledge and consumer responses in home and host countries are exhibited. In addition, this study examines the role of Chinese consumers' travel motivation to the United States in the CBBE model.

机译：这项研究解决了在国际旅行蓬勃发展的背景下跨国酒店公司面临的全球扩张挑战。基于与品牌资产有关的理论，本研究为跨国酒店品牌开发了基于消费者的品牌资产（CBBE）模型，该模型研究了品牌知识对消费者对这些品牌的反应的影响。对概念模型进行了实证检验，使用的样本是在他们的祖国-中国以及当他们作为居住国前往外国-美国时的中国中产阶级消费者。选择了三个基于美国的跨国酒店品牌：希尔顿，假日酒店和速8酒店。展示了本国和东道国品牌知识与消费者反应之间的不同关系模式。此外，本研究考察了中国消费者前往美国的旅行动机在CBBE模型中的作用。

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来源
《Tourism management》 |2015年第2期|431-443|共13页
作者
Zhuowei (Joy) Huang; Liping A. Cai;
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作者单位

Department of Recreation, Sport and Tourism, University of Illinois at Urbana-Champaign, Champaign, IL, USA;

School of Hospitality and Tourism Management, Purdue University, USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Consumer-based brand equity; Multinational hotel brands; Chinese middle-class consumers; Travel motivation; Home and host;

机译：消费者品牌资产;跨国酒店品牌;中国中产阶级消费者;旅行动机;家和主人;

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1. Applying consumer-based consumer-based brand equity in luxury hotel branding [J] . Liu Matthew Tingchi, Wong Ipkin Anthony, Tseng Ting-Hsiang, Journal of Business Research . 2017,第deca期

机译：将基于消费者的基于消费者的品牌资产应用于豪华酒店品牌
2. A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands [J] . Cifci Sertac, Ekinci Yuksel, Whyatt Georgina, Journal of Business Research . 2016,第9期

机译：基于消费者的品牌资产模型的交叉验证：推动零售品牌中的客户资产
3. Testing the cross-brand and cross-market validity of a consumer-based brand equity (CBBE) model for destination brands [J] . Asli D.A. Tasci Tourism management . 2018,第APRa期

机译：测试目标品牌的基于消费者的品牌资产（CBBE）模型的跨品牌和跨市场有效性
4. The Path from Consumer-Based Brand Authenticity to Consumer-Based Brand Equity: The Mediating Role of Brand Identity [C] . Riccardo Rialti, Maria Carmen Laudano, Lamberto Zollo AMA Summer Academic Conference . 2018

机译：基于消费者的品牌真实性的路径，以消费者为基础的品牌股权：品牌标识的调解作用
5. Brand equity and college athletics: Investigating the effects of brand uncertainty situations on consumer-based brand equity. [D] . Higgins, Julie A. 2006

机译：品牌资产和大学运动：调查品牌不确定性情况对基于消费者的品牌资产的影响。
6. Design Perceptions for 3D Printed Accessories of Digital Devices and Consumer-Based Brand Equity [O] . Yuke Meng, Muhammad Waseem Bari 2019

机译：用于数字设备和消费者品牌股权的3D印刷配件的设计看法
7. A fogyasztói márkaérték MIMIC modellje. A fogyasztói márkaérték okozati specifikációjának tesztelése = The MIMIC model of the consumer-based brand equity.udTesting the causal specification of consumer-based brand equity [O] . Szőcs Attila 2012

机译：消费者品牌价值的MIMIC模型。测试消费者品牌价值的因果规范=基于消费者的品牌资产的MIMIC模型。测试基于消费者的品牌资产的因果规范

Modeling consumer-based brand equity for multinational hotel brands - When hosts become guests

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