An examination of the relationship between employee perception and hotel brand equity

Kee Fu Tsang, Louisa Y.S. Lee, Frances X.H. Li

Research output: Journal article publicationJournal articleAcademic researchpeer-review

23 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)481-497
Number of pages17
JournalJournal of Travel and Tourism Marketing
Volume28
Issue number5
DOIs
Publication statusPublished - 1 Jul 2011

Keywords

  • Brand equity
  • Brand management
  • Employee

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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