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Brand equity, brand loyalty and consumer satisfaction

Nam, J., Ekinci, Y. and Whyatt, G. (2011) Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38 (3). pp. 1009-1030. ISSN 0160-7383

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To link to this item DOI: 10.1016/j.annals.2011.01.015


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.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:47574

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