Brand Equity Research Using Online Customer Ratings of Spanish Hotels

Soler, Ismael P.; Gémar, Germán

doi:10.1002/jtr.2096

Cited by 8 publications

(4 citation statements)

References 119 publications

(157 reference statements)

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“…Therefore, Mourad et al (2019), argued that the best solution to minimize the mentally perceived risk is to develop and manage CBBE to signal the quality of the HE services. Hence, CBBE has become potentially a major element that influences the HEIs selection process as it acts as a risk reliever as well as a differentiation tool to provide the cues to the students during their HEI selection process (Soler and G emar, 2017).…”

Section: Literature Review Brand Equity In Higher Educationmentioning

confidence: 99%

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

Perera

Nayak

Nguyen

2021

IJEM

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PurposeThe growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The purpose of this paper is to investigate the structural relationship between subjective norms, electronic word-of-mouth (eWOM), perceived brand credibility and brand equity, taking cross-culturally comparisons between Sri Lanka, and Vietnam.Design/methodology/approachA survey was used to collect data from a sample of 800 undergraduates of private higher education institutions in Sri Lanka and Vietnam in 2019. These data were gathered using purposive sampling and analyzed using a structural equation model. A total of 768 questionnaires were considered valid. In testing the hypothesis and structure among the variables, structural equation modelling was used to determine the relationship between subjective norms, eWOM, perceived brand credibility and brand equity for the higher education institutes in emerging countries.FindingsFor the conceptual framework, the author found that this structural equation model complies with the empirical data. The structural equation model shows that subjective norms, eWOM and perceived brand credibility were significantly related to brand equity. Perceived brand credibility was found to be the mediating variable. Further, the location was found to moderate the relationship between perceived brand credibility and brand equity, highlighting that Vietnamese students are more relying on perceived brand credibility in creating brand equity than their Sri Lankan counterparts.Research limitations/implicationsThe study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from perceptions of undergraduates in public higher education institutes. This study discusses the implications of developing branding strategies for higher education institutions.Originality/valueThe current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

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Section: Literature Review Brand Equity In Higher Educationmentioning

confidence: 99%

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

Perera

Nayak

Nguyen

2021

IJEM

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“…Research indeed shows that perceived ease of use, utilitarian beliefs, subjective norms, and belief in integrity influence TSM users' intentions to share knowledge (Bilgihan et al 2016). Research also shows that online users' or tourists' reviews can be considered a tool to gauge and understand the success of brand management of a company (Soler and Gémar 2017).…”

Section: Introductionmentioning

confidence: 95%

Test of an integrative model of travel-related social media users’ switching intentions

2018

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An integrative model of travel-related social media (TSM) users' switching intentions is proposed and tested. Data were collected from 393 Korean TSM users. The structural equation modeling results reveal that TSM users' confirmation of expectation enhances both utilitarian and hedonic values. TSM users' confirmation of expectation elevates their satisfaction. Such users' perceptions of utilitarian and hedonic values also foster their satisfaction. TSM users' perceptions of hedonic values and satisfaction as well as their perceptions of sunk costs for TSM usage reduce their proclivity to switch. The negative effects of sunk costs on switching intentions are stronger among users who are more satisfied with TSM usage. Implications of the empirical findings are discussed in the study.

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“…Specifically, it contributes to the literature by testing the effect of CRM on brand equity, from the firm's perspective. Finally, while not the principal aim of the study, it makes a contributionas a response to the scholarly interest (Soler and G emar, 2017) to the specialized literature on brand equity by offering an explanatory model of how brand equity is formed in the online environment.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Antecedents and consequences of strategic online-reputation management: moderating effect of online tools

Peco-Torres

Peña

Jamilena

2023

JHTT

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Purpose This study aims to examine the antecedents and consequences of strategic online-reputation management among tourism firms. It is proposed that customer relationship management (CRM) is an antecedent of strategic online-reputation management, brand equity is a consequence of strategic online-reputation management and the use of online tools moderates the effect of strategic online-reputation management and CRM on brand equity. Design/methodology/approach A quantitative empirical study is conducted among online marketing managers of chain hotels. Structural equation modeling (SEM) is used to verify the proposed relationships. Findings The results show that CRM is an antecedent of strategic online-reputation management, and that strategic online-reputation management and CRM exert a positive effect on brand equity among firms that frequently use a range of online tools. No such effect is found in cases of limited usage of online tools. Practical implications Tourism firms seeking to achieve greater brand equity by means of strategic online-reputation management should implement CRM and make extensive use of online tools. Originality/value The main contributions of this study are that it analyzes the antecedents and consequences of strategic online-reputation management jointly and empirically; studies the moderating role of the use of online tools in the effect of online strategies – such as online-reputation management and CRM – on brand equity; and studies the consequences of CRM in online media.

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Brand Equity Research Using Online Customer Ratings of Spanish Hotels

Cited by 8 publications

References 119 publications

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

Test of an integrative model of travel-related social media users’ switching intentions

Antecedents and consequences of strategic online-reputation management: moderating effect of online tools

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