A new path for building hotel brand equity: the impacts of technological competence and service innovation implementation through perceived value and trust

Abstract

To examine the brand development of starred hotels, this study examines asample of 615 five-star customers to confirm anewly proposed path for the formation of starred hotel brand equity. The research findings show that technological competence and service innovation implementation are the leading factors in hotel brand equity and have positive interaction effects on customers’ perceived value. The tandem mediation of customer cognition (perceived value) and emotional (trust) factors promotes the formation of brand equity. The moderating role of acceptance of electronic word-of-mouth (AEWOM) is highlighted to accelerate the path from customer cognition to customer emotions. This study not only contributes anew theoretical basis for the sustainable development of starred hotels but also provides anew perspective for future research on brand equity.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 70 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.