The impact of brand equity drivers on brand resonance in the hospitality industry

Abstract

Brand equity refers to the marketing and consequential effects that make up a good or service with its brand. The purpose of branding programs is to achieve customer resonance with the brand. From there, the brand has a market of loyal and engaged customers, which the source of increasing brand equity. An empirical study has been carried out with the application of a model showing the influence levels of the factors that drove brand equity on brand resonance in the hospitality industry. Through a survey with quantitative data processing using SPSS and AMOS software, the author has tested the measurement and theoretical models. The research results show that the measurement model is confirmed to be valid and has high measurement reliability. In addition, testing the research model by Structural Equation Modeling (SEM) also confirms that the factors that drove the value of brand equity including Brand image, Perceived value, Brand superiority, and Brand fillings all have positive direct and indirect effects on brand resonance. In which, Perceived value has the strongest general effect on brand resonance – an important discovery in the hospitality industry. This suggests that hotel managers should focus on creating the best perceived value for their customers.