Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/12010
Title: An examination of the relationship between employee perception and hotel brand equity
Authors: Tsang, NKF 
Lee, LYS
Li, FXH
Keywords: Brand equity
Employee
Brand management
Issue Date: 2011
Publisher: Routledge Journals, Taylor & Francis Ltd
Source: Journal of travel & tourism marketing, 2011, v. 28, no. 5, p. 481-497 How to cite?
Journal: Journal of Travel & Tourism Marketing 
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.
URI: http://hdl.handle.net/10397/12010
ISSN: 1054-8408
DOI: 10.1080/10548408.2011.588108
Appears in Collections:Journal/Magazine Article

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