Developing customer-based brand equity from both employee and customer perspectives

Liu, Chih‐Hsing; Lin, Wen-Pei; Lu, Yu-Hung; Huang, Yi-Jhan

doi:10.1080/19368623.2023.2173350

Cited by 5 publications

(1 citation statement)

References 111 publications

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“…It is shown that brand value indirectly affects brand loyalty through visit intention and brand image from the customer perspective. In addition, customer engagement is a critical attribute moderating the brand loyalty development process [15].…”

Section: Responsible Brand Promotionmentioning

confidence: 99%

The Implementation of Digital Marketing in Brand Promotion

Qian,

Sui,

Wang

2023

EHSS

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Digital marketing is an innovative marketing model or means of marketing. With the emergence and development of the Internet and Web 1.0, the concept of digital marketing was first proposed and began to be developed. This research analyzes how to use social media, search engine and brand promotion to implement digital marketing and how these three aspects bring advantages to digital marketing. The necessity of social media to enhance brand value is determined and flexibly meet the diverse needs of consumers. Social media conforms to the 4C marketing method, user service capabilities, marketing service costs, marketing interaction and marketing promotion channels. The huge traffic contained in popular short videos is the embodiment of the most common marketing model on social media. The search engine is an important part of digital marketing. It mainly helps companies to gain benefits and brand value by providing users with a large amount of expected content. The exposure brought by social media can provide the engine with a large number of customers and clicks further transform into commercial value. Brand promotion in the digital age usually appears in the form of video, pictures and audio and is presented on social media and search engines. These advertisements will be accurately pushed to potential customers on social media and search engines to generate benefits. In general, social media, search engines and brand promotion can help companies and organizations effectively implement brand promotion.

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Section: Responsible Brand Promotionmentioning

confidence: 99%

The Implementation of Digital Marketing in Brand Promotion

Qian,

Sui,

Wang

2023

EHSS

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Guest interaction with hotel booking website information: scale development and validation of antecedents and consequences

Selem,

Shoukat,

Khalid

et al. 2023

Journal of Hospitality Marketing & Management

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Comparison of hotel fine dining and chain restaurant consumer perceived service quality and satisfaction predictions

Chou,

Horng,

Liu

et al. 2024

JHTI

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PurposeSince the COVID-19 epidemic, the number of restaurant service quality studies has continued to increase. However, until now, there has not been an overall perspective or accurate instructions for research on restaurant service quality and experiential value enhancement. This study conducts multiple comparison studies to discover differences between consumer-perceived service quality and satisfaction perspectives on hotel fine dining and chain restaurants.Design/methodology/approachThis study integrates a hotel’s fine dining and chain restaurant to obtain 636 participants (e.g. Study 1 has 318 hotel fine dining customers; Study 2 has 318 chain restaurant customers), mainly expanding the SERVQUAL model and stimulus–organism–response (S–O–R) theory.FindingsThe results of Study 1 show that value co-creation has a mediating effect on the relationship between service quality and satisfaction. In addition, customer experiences have a significant moderating effect on customer satisfaction. The outcomes of Study 2 showed that experiential value has a significant mediating effect on the relationship between service quality and satisfaction. In addition, customer relationship quality is a critical criterion in regulating the process of experience value delivery.Practical implicationsHotels’ fine dining should pay attention to the item risk in the value co-creation factor, while chain restaurants should enhance the item service excellence in the experiential value factor to satisfy the changing customer requirements.Originality/valueThis study provides several alternative models to verify the robustness of the empirical results.HighlightsThis research has brought clarity to the diverse mediation-moderation models that compare of hotel fine dining and chain restaurant consumer perceived service quality and satisfaction predictions.These models delve into how different service quality requirements after the epidemic that affect customer satisfaction, as perceived by customers consumed in hotel fine dining and chain restaurant.Value cocreation and experiential value emerge as pivotal factors, they act as mediators between service quality and satisfaction.They demonstrate a moderation effect of customer experiences between value cocreation and satisfaction, as well as customer relationship quality between experiential value and satisfaction.

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Developing customer-based brand equity from both employee and customer perspectives

Cited by 5 publications

References 111 publications

The Implementation of Digital Marketing in Brand Promotion

The Implementation of Digital Marketing in Brand Promotion

Guest interaction with hotel booking website information: scale development and validation of antecedents and consequences

Comparison of hotel fine dining and chain restaurant consumer perceived service quality and satisfaction predictions

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