A customer-based brand equity model for upscale hotels

Cathy Hui-chun Hsu, Haemoon Oh, A. George Assaf

Research output: Journal article publicationJournal articleAcademic researchpeer-review

127 Citations (Scopus)


The authors propose a customer-based brand equity model for use in global branding efforts and research, based on a series of qualitative and quantitative studies. They find new dimensions of brand equity that need to be considered by lodging researchers and operators. Components of brand equity generated from literature review and focus groups are ordered in theoretical relationships and the model structure is assessed against rival structures. The model is tested with data collected from travelers in 12 major cities in China and validated across several subgroups of travelers. Results support the validity and reliability of the proposed model.
Original languageEnglish
Pages (from-to)81-93
Number of pages13
JournalJournal of Travel Research
Issue number1
Publication statusPublished - 1 Jan 2012


  • brand choice
  • brand equity
  • brand image
  • brand loyalty
  • China tourism

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management


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