An Empirical Study of Customer-Based Brand Equity Model for China Economy Hotels

Abstract

The main purpose of this research is to apply the customer-based brand equity model to identify the structure of brand equity of China economy hotels. Based on Aaker’s (1991) conceptual framework of brand equity, this study employed structural equation modeling to establish a brand equity model for the economy hotels in China. Specific management advice was proposed to provide reference for the management of brand equity of the economy hotels and to enhance the value of the economy hotel brands in China.

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