Customer-Based Brand Equity: The Evidence from China

  • Alex Y.-S. Lin Beijing Institute of Technology, Zhuhai
  • Yu-Ting Huang Sun Yat-sen University
  • Meng-Kai Lin National Sun Yat-sen University

Abstract

Branding is one of the most dominant trends in the global hotel industry. This research aims to focus on customer-based brand equity, and examines whether brand equity influences customers’ repurchase intention in the hotel industry in Zhuhai, China. A sample of 193 valid responses was received through face-to-face surveys of customers who had experienced staying in high-star hotels. The results of the survey were analysed using a linear regression model, and the preliminary results indicate that there was a positive and meaningful relationship between brand equity and repurchase intention. Furthermore, this research contributes both applied and theoretical outcomes with empirical evidence. The paper also outlines the limitations and directions for future research. Keywords: Brand Equity, Repurchase Intention, Hotel, Zhuhai To cite this document: Alex Y.-S. Lin, Yu-Ting Huang, and Meng-Kai Lin, "Customer-Based Brand Equity: The Evidence from China ", Contemporary Management Research, Vol.11, No.1, pp.75-94, 2015. Permanent link to this document: http://dx.doi.org/10.7903/cmr.14153

Author Biographies

Yu-Ting Huang, Sun Yat-sen University
Department of Hotel and Leisure Club Management, Sun Yat-sen University, China Social Marketing @ Griffith, Griffith University, Nathan, Queensland, Australia, 4111
Meng-Kai Lin, National Sun Yat-sen University
Institute of China and Asia-Pacific Studies, National Sun Yat-sen University, Taiwan, R. O. C.
Published
2015-03-18
How to Cite
Lin, A. Y.-S., Huang, Y.-T., & Lin, M.-K. (2015). Customer-Based Brand Equity: The Evidence from China. Contemporary Management Research, 11(1). https://doi.org/10.7903/cmr.14153
Section
Marketing