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http://hdl.handle.net/10397/93163
Title: | From brand identity to brand equity : a multilevel analysis of the organization–employee bidirectional effects in upscale hotels | Authors: | Liu, AX Hsu, CHC Fan, DXF |
Issue Date: | 23-Jun-2020 | Source: | International journal of contemporary hospitality management, 23 June 2020, v. 32, no. 7, p. 2285-2304 | Abstract: | Purpose: This study aims to examine the mechanism of how hotel executive brand identity influences physical facility quality, customer-based brand equity (CBBE) and employee-based brand equity (EBBE). Design/methodology/approach: The study introduces a multilevel model and collects 925 executive and 1,978 employee responses from 62 upscale hotels in China. Findings: Executive brand identity positively affects employee brand internalization, which leads to positive EBBE. Meanwhile, executive brand identity positively influences the physical facility quality, which leads to positive CBBE. Originality/value: This study considers the tangible (physical facilities) and intangible (employees) elements of hotel services to comprehensively investigate the brand equity formation. By applying multilevel structural equation modeling, the study examines the bidirectional relationship between organizations and employees in the brand value transformation process. |
Keywords: | Brand identity Customer-based brand equity Employee brand internalization Employee-based brand equity Multilevel SEM Physical facility quality |
Publisher: | Emerald Group Publishing Limited | Journal: | International journal of contemporary hospitality management | ISSN: | 0959-6119 | EISSN: | 1757-1049 | DOI: | 10.1108/IJCHM-08-2019-0680 | Rights: | © Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher. The following publication Liu, A. X., Hsu, C. H., & Fan, D. X. (2020). From brand identity to brand equity: a multilevel analysis of the organization–employee bidirectional effects in upscale hotels. International Journal of Contemporary Hospitality Management, 32(7), 2285-2304 is published by Emerald and is available at https://doi.org/10.1108/IJCHM-08-2019-0680 |
Appears in Collections: | Journal/Magazine Article |
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File | Description | Size | Format | |
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Hsu_Brand_Identity_Brand.pdf | Pre-Published version | 1.02 MB | Adobe PDF | View/Open |
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