Creating a model of customer equity for chain restaurant brand formation

The purpose of this research was to create and test a model of customer equity for chain restaurant brand formation. It has long been acknowledged that managing and enhancing customer equity influences a company's shareholder value, which is a reflection of long-term financial performance. A review of the current literature revealed three key determinants of customer equity: (1) value equity, (2) brand equity, and (3) relationship equity. Six hypotheses were derived and, based on data analysis, all six were supported. Value, brand, and relationship management were all confirmed to be important factors in enhancing customer equity in the chain restaurant industry. Further, brand equity has the strongest impact on the development of customer equity in this particular industry. Relationships among value equity, brand equity, and relationship equity were also identified. Managerial implications are discussed.     

Understanding the impact of culinary brand equity and destination familiarity on travel intentions

This paper explores determinants of brand equity and the role of destination familiarity for travel intentions in culinary tourism from the perspective of foreign tourists. This analysis advocates four elements for brand equity (brand loyalty, brand image, perceived quality and brand awareness) for culinary travel intentions in Taiwan. Building on extensive literature, this study developed and empirically tested a model of the relationship using survey data collected from 407 foreign tourists from ten regions. The results indicate that there is a direct positive relationship between brand equity and travel intentions in culinary tourism. Moreover, the study recognizes the moderating role of destination familiarity, which positively moderates the effect of brand loyalty and perceived quality on travel intentions.     

大陆赴台自由行游客地方认同与休闲效益关系研究

台湾是许多大陆游客向往的休闲胜地, 大陆游客赴台自由行热度的持续升温, 这既给台湾带来巨大的旅游经济效益, 更可增进海峡两岸的民间交流和人民情谊。文章通过实证研究探讨大陆赴台自由行游客对台湾的地方认同及其在台从事休闲活动所获得的休闲效益等程度表现的差异性, 并检验地方认同与休闲效益间的相关性。研究表明, 大陆赴台自由行游客对台湾的地方认同以环境认同程度最高, 依恋程度最低, 其在台湾从事休闲活动所获得的休闲效益以社会效益最高, 生理效益最低;不同个人背景与游程规划的大陆赴台自由行游客在地方认同与休闲效益程度方面有显著的差异;地方认同与休闲效益间呈显著正相关且彼此间存在典型相关关系。研究成果可作为海峡两岸旅游职能部门及旅游企业完善休闲法规、环境与产品组合的参考。     

The Image of Taiwan as a Travel Destination: Perspectives from Mainland China

This study presents the perceived and projected image of Taiwan as a travel destination from perspectives from Mainland China. The perceived image of Taiwan was examined by interviewing 28 Mainland Chinese; the projected image of Taiwan was investigated by analyzing articles in China's most popular travel magazines. The different types of images of Taiwan among visitors, nonvisitors, and travel magazines were compared. The projected image changed notably after the opening of Taiwan's tourism to travelers from Mainland China. The results of this study could help destination marketing organizations to assess their marketing strategies for the Mainland Chinese travel market.     

Enhancing customer-based brand equity through CSR in the hospitality sector

ABSTRACT

Corporate social responsibility is considered an important element in the development of brand equity. Extant research in this context is mainly focused on the relationship between this corporate philosophy and financial performance, overlooking its potential to develop competitive advantages through brand equity dimensions. The aim of this research is to explore the impact of socially responsible aspects on hotel brand equity. To test the proposed model personal surveys of hotel customers were conducted. A structural equation model was developed to test the research hypotheses. The findings show that corporate social responsibility has positive effects on brand image, perceived quality, brand awareness, and brand loyalty.     

旅游目的地品牌资产驱动因素模型研究——以凤凰古城为例

旅游目的地品牌资产逐渐成为学界关注的焦点,值得深入研究。该文基于已有研究成果,分析旅游目的地品牌资产与品牌知名度、品牌形象、品牌质量、品牌价值、品牌忠诚的结构关系,构建旅游目的地品牌资产驱动因素结构模型。以湖南省凤凰古城为案例,采用问卷调查法获得基础数据,分析发现:旅游目的地品牌知名度、品牌形象、品牌质量通过旅游目的地品牌价值与品牌忠诚对旅游目的地品牌资产产生显著影响,证实了旅游目的地品牌资产的二阶驱动因素模型。具体来看,旅游目的地品牌形象对品牌忠诚的影响最大,而旅游目的地品牌忠诚和品牌资产关联度最大。根据研究结论得到管理启示:第一,全面认识旅游目的地品牌资产的驱动因素,综合递增旅游目的地品牌资产。第二,着力突出旅游目的地品牌资产的核心要素,注重提升旅游目的地品牌形象。第三,认真建设旅游目的地品牌资产的关键内容,致力强化旅游目的地品牌忠诚。     

Restaurant chain’s corporate social responsibility messages on social networking sites: The role of social distance

Considering the large influence of social media on the restaurant chain industry, finding effective communication strategies to interact with customers is critically important. The purpose of the study was to investigate how restaurant chain’s CSR messages on social networking sites affect brand value and social distance. Data were collected from 403 social media users with a dining experience at a U.S. restaurant chain. A two-step structural equation model and a two by two between-subject experimental design were conducted for this study. The perception of CSR messages on SNS positively affects customer’s social distance and the restaurant’s brand credibility, and consequently enhance the brand equity. Restaurant chain’s concrete (vs. abstract) CSR messages on SNS has a positive influence on customers’ brand equity when their social distance is close (vs. distant). The study highlights the importance of shortening social distance to enhance brand equity when developing CSR messages on SNS.     

Tourism strategy development and facilitation of integrative processes among brand equity,marketing and motivation

With the absence of heavy industry and pollution from intense commercial development, Kinmen is a significant source of additional value for tourism in Taiwan. This calls for in-depth studies on tourism marketing, brand equity and travel motivation in Kinmen. This study attempts to identify the important attributes of Kinmen tourism and extend the related literature on marketing strategy, brand equity and travel motivation by employing a combination of the fuzzy Delphi method (FDM), decision-making trial and evaluation laboratory (DEMATEL) and analytic network process (ANP) approaches to demonstrate the interactions and relations among critical criteria. The FDM identified the critical attributes, which were used in DEMATEL analysis to demonstrate that brand equity has direct and indirect influences on marketing strategy and travel motivation. The use of the ANP with global weighting further reveals that travel intention is the most critical element of Kinmen tourism.     

How do Mainland Chinese travelers choose restaurants in Hong Kong?: An exploratory study of individual visit scheme travelers and packaged travelers

The introduction of the Individual Visit Scheme (IVS), which allows Mainland Chinese travelers (hereafter called Chinese travelers) to visit Hong Kong on an individual basis, has been beneficial to the fast recovery of the local economy in Hong Kong from severe acute respiratory syndrome (SARS). The IVS travelers, together with the packaged travelers who visited Hong Kong by joining packaged tours, are presently forming the largest segment of inbound travelers to Hong Kong. Despite the significant economic contributions of Chinese travelers to Hong Kong in general, and to the foodservice sector in particular, there has been an absence of prior studies on IVS travelers’ behavior of selecting restaurants in the existing hospitality and tourism literature. This paper reports on an exploratory study that investigated the perceived importance of attributes that pertain to the selection of restaurants from the perspective of IVS and packaged travelers from Mainland China. Empirical findings of a questionnaire survey with 230 Chinese travelers, including 127 IVS travelers and 103 packaged travelers, showed that the respondents in general viewed the included attributes as relatively important. In addition, only two attributes exhibited significant differences between IVS and packaged travelers. Findings of this research would be useful for hospitality and tourism practitioners to better prepare for receiving the growing number of Chinese travelers.     

Customers’ relationships leading to brand tribalism and tribe behavioral intentions

This study investigates the influence of customer relationships on brand tribalism and tribe behavioral intention in the cruise industry. A survey was conducted on a sample of 254 luxury cruise travelers. Results suggest that customer/brand and customer/other cruiser relationships have positive influences on brand tribalism, leading to brand tribe behavioral intention. Involvement moderates the influence of sense of community on brand tribe behavioral intention. Despite the critical importance of successful brand management, it has been little known the leading factors affecting brand tribalism. Furthermore, there is a linkage void with relationship marketing although it is significantly related to brand management. To fill this gap, this paper proposes an explanatory model in which the two leading factors of the relationship are associated with brand tribalism, leading to brand tribe behavioral intentions. The findings will contribute to the development of brand-related theory and managerial directions for practitioners.     

Components of art exhibition brand equity for internal and external visitors

This paper aims to explore determinants of brand equity for cultural activities from the perspective of internal as well as external visitors. Our analysis advocates four elements for brand equity in artistic and cultural activities (loyalty, brand image, perceived quality and brand values) and assesses them for the case of an itinerant art exhibition staged over the past twenty years in a region of Spain. Building on extensive literature, a model of the relationship is developed and empirically tested using survey data collected from 406 visitors. Data are analysed through Partial Least Squares. Findings suggest that external visitors attach greater importance to brand image as a determinant of value than do internal visitors, whereas for the latter brand values are the main source of value.     

Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective

This study develops a conceptual framework for destination brand equity that goes beyond image by adapting and expanding a multidimensional consumer-based brand equity scale for application within a tourism context. The empirical results, based on a consumer survey in Malaysia (n?=?326) measuring the brand dimensions of Korea, identify the relational linkages between four principle brand equity dimensions (brand awareness, brand image, brand associations, and brand loyalty), and overall customer-based brand equity. The importance of brand image, associations, and awareness is confirmed, and the mediating role of brand loyalty in building destination brand equity is highlighted.     

Reexamination of attendee-based brand equity

The significance of brand concept has been increasingly recognized in the MICE industry due to its ability to create a compelling competitive edge. Complementing the major limitation of a study on attendee-based brand equity [Lee, J. S., & Back, K. J. (2008). Attendee-based brand equity. Tourism Management, 29(2), 331–344], this study reexamines attendee-based brand equity by additionally sampling regional CHRIE conferences (RCs) and comparing the data with I-CHRIE's annual conference (IC) in the context of our theoretical model. This research not only increases the theoretical validity of the previous model of attendee-based brand equity, but also explores brand equity as captured through the differential brand knowledge effect by comparing IC and RCs.     

The moderating effects of three reference groups on Asian pleasure travelers’ destination value

This study explores how the destination brand equity paradigm of Asian pleasure travelers may vary according to their level of susceptibility to the three types of reference group influences (i.e. informational, utilitarian, and value-expressive) by adapting destination awareness, image, quality, and value as a theoretical background. The results indicate that the positive effects of destination awareness, image, and quality on travelers’ destination value are moderated by informational and utilitarian reference group influences, but not by value-expressive reference group influence. This study provides both theoretical and practical implications by testing the moderating effects of three types of reference group influences.     

Authenticity perceptions,brand equity and brand choice intention: The case of ethnic restaurants

This study examines the relationships between consumers’ authenticity perception and four brand equity dimensions (brand awareness, brand association, perceived quality, brand loyalty), as well as how these four dimensions are interrelated with one another. This study also examines the impact of brand equity on consumers’ brand choice intention for ethnic restaurants. Findings clearly indicate that consumers’ authenticity perception is a critical determinant of brand equity and brand equity has a significant impact on consumers’ brand choice intention. Findings of the present study would provide managers with a better understanding of the important role authenticity plays in ethnic restaurants’ brand equity. Managerial implications for better brand equity management are provided.     

Hotel Selection Criteria Used by Mainland Chinese and Foreign Individual Travelers to Hong Kong

Given the growing number of outbound tourists from Mainland China to other parts of the world, it is important that hoteliers are aware of the different needs of this group of travelers. This study examines differences in the importance ratings of hotel selection criteria between Mainland Chinese and foreign individual travelers to Hong Kong. The results indicate that Mainland Chinese travelers placed different levels of importance on the various attributes examined than did their non-Chinese counterparts. They are generally more demanding than foreign respondents, despite the fact that the budgets they allocate for accommodation are smaller both in percentage and in absolute dollars.     

An Examination of the Relationship Between Employee Perception and Hotel Brand Equity

Brand management stresses the importance of satisfying the needs of external customers. Employee branding management shows an evolving trend as employees begin living the brand. It is, therefore, necessary that employees are convinced by the hotel brand prior to having confidence to “sell” the brand to customers. The present study aims to investigate employee perception toward hotel brand equity, particularly in the Hong Kong hotel industry. Factor analysis is used to identify four underlying factors—namely, employee commitment, employee engagement, employee identification, and service quality. The four constitute the perception of the employee on the evaluation of the brand. Correlation analysis is employed to examine relationship among the underlying factors and three dimensions of hotel brand equity—including brand image, brand awareness, and perceived quality. Moderate association is generally noted, and perceived quality has the most significant relationship with employee perception on brand equity. Managerial implications on employee branding management are introduced to hotel management. Topics for future research are also recommended.     

Validating a multidimensional perspective of brand equity on motivation,expectation, and behavioural intention: a practical examination of culinary tourism

This study presents a brand equity theory of culinary tourism by integrating behavioural theory with the mediation-moderation model. The culinary tourism brand-equity model underscores the value of tourists’ expectations as a means to enhance the effects of travel motivation on behavioural intention. This study empirically tests this theory using a sample of 513 foreign tourists and provides evidence that travel motivation mediates the relationship between the four critical attributes of brand equity and behavioural intention. Furthermore, the results confirm the interrelationships within brand equity and reveal that tourist expectations positively moderate the relationship between travel motivation and behavioural intention. Implications for theory, research, and practice are discussed.     

The interaction between individual cultural values and the cognitive and social processes of global restaurant brand equity

The aim of this study is to increase understanding of the relationship between brand equity and individual cultural values in the marketing strategies of global restaurant brands. The study developed three research models and investigated global brand equity from the perspective that global brand equity has an impact on individual cultural values. The three models were tested using structural equation modeling (SEM) analysis. The findings indicate that both cognitive process and the social process of brand equity have an effect on cultural values. In particular, social process elements such as brand prestige and brand identification can reduce the risk of consumer uncertainty. This study contributes to the understanding of the relationship between global restaurant brand equity and individual cultural values, and the hierarchy of individual cultural values that has not, to the best of our knowledge, been explored in previous research.     

Destination brand positions of a competitive set of near-home destinations

Although the branding literature commenced during the 1940s, the first publications related to destination branding did not emerge until half a century later. A review of 74 destination branding publications by 102 authors from the first 10 years of destination branding literature (1998–2007) found at least nine potential research gaps warranting attention by researchers. In particular, there has been a lack of research examining the extent to which brand positioning campaigns have been successful in enhancing brand equity in the manner intended in the brand identity. The purpose of this paper is to report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007. A hierarchy of consumer-based brand equity (CBBE) provided an effective means to monitor destination brand positions over time. A key implication of the results was the finding that there was no change in brand positions for any of the five destinations over the four year period. This leads to the proposition that destination position change within a competitive set will only occur slowly over a long period of time. The tabulation of 74 destination branding case studies, research papers, conceptual papers and web content analyses provides students and researchers with a useful resource on the current state of the field.