Brand equity, brand loyalty and consumer satisfaction

Nam, J., Ekinci, Y. and Whyatt, G. (2011) Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38 (3). pp. 1009-1030. ISSN 0160-7383 doi: 10.1016/j.annals.2011.01.015

Abstract/Summary

This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal self-congruence, brand identification and lifestyle-congruence—are found to have positive effects on consumer satisfaction. The findings of the study suggest that consumer satisfaction partially mediates the effects of staff behaviour, ideal self-congruence and brand identification on brand loyalty. The effects of physical quality and lifestyle-congruence on brand loyalty are fully mediated by consumer satisfaction.