An exploration of the meanings of hotel brand equity

BAILEY, R. and BALL, S. (2006). An exploration of the meanings of hotel brand equity. Service industries journal, 26 (1), 15-38.

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Abstract

Branding is prevalent within the hotel industry. The 'value' of the brand has been conceptualised in the term brand equity. However, there is confusion as to what is meant by the term, generically and specifically within the hotel industry. This lack of clarity suggests a theory of hotel brand equity is absent. Practically, differences in meaning may impair the effective implementation of branding strategies. Literature definitions of hotel brand equity are compared with hotel industry consultant definitions. A work-in-progress definition of hotel brand equity is offered. This is an initial step towards a theory of hotel brand equity.

Item Type:	Article
Research Institute, Centre or Group:	Centre for Tourism, Hospitality and Events Research
Identification Number:	10.1080/02642060500358761
Depositing User:	Ann Betterton
Date Deposited:	16 Apr 2008
Last Modified:	03 Nov 2010 16:52
URI:	http://shura.shu.ac.uk/id/eprint/851

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