Customer-based brand equity and measurement of customers' attitude towards dimensions of brand equity: A Study on hotel enterprises

Customer-based brand equity and dimensions of brand equity (brand awareness, brandloyalty, brand image and perceived brand quality) can have serious effects onconsumers? attitude with regard to firms? financial performances.It is important for hotel enterprises to understand how dimensions of brand equity havean effect on consumers? attitude. Brand equity have effects on firm success, increasingcustomer satisfaction level, sales and firms? performance.The core purpose of this study is to determine the difference of consumers? perceptionsof brand equity with regard to firms? financial performances.Some important findings of this study can be listed as follows: (1) consumer perceptionof high performance hotels differs from consumer perception of low performance hotelswith respect to brand awareness, brand loyalty, brand image and perceived brand equity,(2) for high performance hotels? consumers, mean scores of brand awareness, brandloyalty, brand image and perceived brand equity is lower than low performance hotels?consumers.Key Words: Customer-Based Brand Equity, Firms? Performance, Hotel Enterprises,Brand Awareness, Brand Loyalty.