Journal Article

Brand Equity, Customer Satisfaction and Brand Loyalty

Abstract

This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal self-congruence, brand identification and lifestyle-congruence—are found to have positive effects on consumer satisfaction. The findings of the study suggest that consumer satisfaction partially mediates the effects of staff behaviour, ideal self-congruence and brand identification on brand loyalty. The effects of physical quality and lifestyle-congruence on brand loyalty are fully mediated by consumer satisfaction.

Attached files

Authors

Jangyoung, N
Ekinci, Y
Whyatt, G

Oxford Brookes departments

Faculty of Business\Business School\Department of Marketing

Dates

Year of publication: 2011
Date of RADAR deposit: 2013-12-13

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Related resources

This RADAR resource is a version of Brand Equity, Customer Satisfaction and Brand Loyalty