Customer-Based Brand Equity: The Evidence from China

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