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Understanding brand equity in hotel firms. What is the role of brand loyalty and satisfaction?

International Journal of Contemporary Hospitality Management, 2019

Šerić M., Gil-Saura I.


Purpose This paper aims to focus on examining the relationships between hotel brand equity (BE), brand satisfaction (BS) and brand loyalty, considering both behavioral loyalty (BL) and attitudinal loyalty (AL). These relationships are tested through seven causal models, i.e. one proposed model (PM) and six alternative models (AMs). Design/methodology/approach The fieldwork was conducted among 360 […]

Effects of value and innovation on brand equity in retailing

Journal of Brand Management, 2019

Moliner-Velázquez B., Fuentes-Blasco M. & Gil-Saura I.


This paper analyses retailer brand equity on the basis of two variables that are particularly relevant in marketing: the perception of value, because of its renewed interest for retailing, and retail innovativeness, because it is a recent line of research with interesting challenges. Considering Holbrook’s (Consumer value: a framework for analysis and research. London: Routledge, 1999) […]

Influence of environmental practices on brand equity, satisfaction and word of mouth

Journal of Brand Management, 2019

Simona Moise M., Gil-Saura I., Seric M. & Ruiz Molina M.E.


In developed countries, a growing number of consumers have been looking for environmentally sustainable products and services. As a response to this demand, hotel managers are increasingly striving to implement sustainable practices to meet the needs of their guests, improve hotel image and create brand equity. However, empirical evidence on the existence of a positive […]

When brands use CEOs and employees as spokespersons: A framework for understanding internal endorsement

Qualitative Market Research, 2019

Zeitoun V., Michel G. & Fleck N.


Purpose : The present paper is intended to clarify the persuasion mechanism of CEOs and employees as endorsers of brand advertising and help discern consumer attitudes towards internal endorsement. Design/Methodology/Approach : Due to its exploratory nature, the research applied a qualitative approach combining focus groups and face-to-face interviews, which we deemed both meaningful and complementary. […]

Création de valeur des écoles de commerce françaises pour leurs diplômés

Revue Française de Gestion, 2019

Caby J. et Michel G.


Cette recherche envisage la valeur créée pour les diplômés d’écoles de commerce autour de trois dimensions : un rendement financier, un rendement d’employabilité et un niveau de satisfaction vis-à-vis de l’école. Sur la base de la théorie du signal, une étude auprès de 37 écoles identifie les principaux leviers pour créer de la valeur auprès […]