Assessing the Impact of Brand Equity and Demographic Characteristics on Brand Loyalty
The Mediating Role Played By Customer Experience in United Arab Emirates’ Hotel Industry
Bibliographic Data
| ID | 21652883 |
|---|---|
| Authors | Mohammed T Nuseir (0000-0002-1319-5404, Al Ain University, corresponding author) |
| Year | 2022 |
| Volume | 46 |
| Issue | 5 |
| Pages | 905-922 |
| Publication date | 2022-06-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Hospitality & Tourism Research (JOURNAL) |
| Journal identifiers | ISSN: 1096-3480 • E-ISSN: 1557-7554 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/1096348020947786 |
| OpenAlex | W3048709913 |
| Language | EN |
| Citations received | 4 |
| References cited | 42 |
The hotel industry has grown rapidly in recent years, becoming the most competitive environment. As a result, industry players strive to outsmart competitors by creating brand equity to enhance brand loyalty; however, the impact of brand equity and demographic characteristics on brand loyalty is sketchy. In this study, we assess this impact in United Arab Emirates’ hotel industry by using customer experience as the mediating role. We selected a total of 694 participants at three 3-star hotels and two 5-star hotels in the United Arab Emirates. The Mann–Whitney test showed no statistically significant differences in brand loyalty ( p .05) and a highly statistically significant difference ( p > .07) in brand loyalty by age and income groups, respectively. A positive correlation was found between customer experience and the different dimensions of brand equity. Similarly, a positive relationship ( R = .716) was found between customer experience and brand loyalty using linear regression analysis. These findings will benefit managing authorities and key decision makers who seek to increase the productivity and profitability of their hotels
Advertising · Brand awareness · Brand equity · Brand Loyalty · Brand management · Business · Competitor analysis · Loyalty · Loyalty business model · Profitability index · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing
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| Unique citing works | 4 |
|---|---|
| Citations per year | 1 |
| Citation span | 2022 - 2026 (5) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 4 |