The Measurement of Brand Equity from the Brand Residential Model in a Hotel Other Languages

ID:
48616
Abstract:
The overall objective of this study is to measure the resonance of the Gran Lord Hotel brand from the perspective of the consumer through the systematic investigation of the factors involved according to the brand resonance model. In addition, identify the components of the theoretical model that most correlate with the resonance of the brand. This is a quantitative descriptive study in which, after a pre-test, a total of 303 questionnaires were applied. The pillars of the brand resonance model were evaluated in terms of prominence, performance, image, judgment, feeling and brand resonance. The results indicate that the Hotel Gran Lord has a good brand resonance and the correlation that occurs between the pillars that were the model used in the research indicates the existence of the relations proposed in the brand resonance model through the brand pyramid.
ABNT Citation:
FERREIRA, P. R.; OLIVEIRA, A. D.; MOURA, L. R. C.; CUNHA, N. R. S. A Medição do Brand Equity a Partir do Modelo de Ressonância da Marca em um Hotel. Revista Eletrônica Gestão e Serviços, v. 8, n. 2, p. 2105-2126, 2017.
APA Citation:
Ferreira, P. R., Oliveira, A. D., Moura, L. R. C., & Cunha, N. R. S. (2017). A Medição do Brand Equity a Partir do Modelo de Ressonância da Marca em um Hotel. Revista Eletrônica Gestão e Serviços, 8(2), 2105-2126.
DOI:
http://dx.doi.org/10.15603/2177-7284/regs.v8n2p2105-2126
Permalink:
http://www.spell.org.br/documentos/ver/48616/the-measurement-of-brand-equity-from-the-brand-residential-model-in-a-hotel/i/en
Document type:
Artigo
Language:
Português
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