With the fiercer competition of hotel business, much attention has been paid to hotel brand equity, and particular attention has been given to the concept of hotel brand and ways to improve hotel brand management. In ...With the fiercer competition of hotel business, much attention has been paid to hotel brand equity, and particular attention has been given to the concept of hotel brand and ways to improve hotel brand management. In this paper, the concept of hotel brand and problems in building hotel brand are discussed, and strategies for hotel branding are put forward.展开更多
The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, ...The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.展开更多
文摘With the fiercer competition of hotel business, much attention has been paid to hotel brand equity, and particular attention has been given to the concept of hotel brand and ways to improve hotel brand management. In this paper, the concept of hotel brand and problems in building hotel brand are discussed, and strategies for hotel branding are put forward.
文摘The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.
