| Collection Title: | SIU Thesis | | Title : | Customer-Based Brand Equity of Star Hotels in Nepal | | Material Type: | printed text | | Authors: | Pujan Lamichhane, Author ; Ousanee Sawagvudcharee, Associated Name ; Chanchai Bunchapattanasakda, Associated Name | | Publisher: | Bangkok: Shinawatra University | | Publication Date: | 2018 | | Pagination: | vii, 128 p. | | Layout: | Tables, ill. | | Size: | 30 cm. | | Price: | 500.00 Baht. | | General note: | SIU THE: SOM-MBA-2018-N03
THE [MS.[MBA]] -- Shinawatra University, 2018 | | Languages : | English (eng) | | Descriptors: | [LCSH]Equity
[LCSH]Hotels
| | Keywords: | Brand equity,
Customer based brand equity,
Hotels,
Hotel brand equity | | Abstract: | The research has been conducted to analyze the factors that impact the customer-based brand equity in the context of the star hotels in Nepal and to examine the level of impact of the independent variables: brand awareness, brand loyalty, brand image and perceived quality on the dependent variable: customer-based brand equity of star hotels in Nepal. The research was conducted using a mixed method utilizing both quantitative and qualitative method. For the quantitative method a sample of 380 customers from four different star categorized hotels were taken from the capital of the country. Convenient sampling method was used for the study. The research study is completed using a blend of descriptive and comparative research design. Moreover, for the qualitative method a semi- structured interview was conducted among the senior marketing managers of selected 4 different hotels and the thematic analysis was done. The data collection instrument used in the research were the 5 point Likert scale questionnaires and the semi-structured interview. Correlation analysis and regression analysis was done to test the hypothesis. It was found that there was positive significant relationship between brand loyalty, brand image and perceived quality, and customer based brand equity. However, brand awareness did not show significant causal relationship with customer based brand equity. It was also found that all the sample hotels have been following various branding activities and campaigns like mass media promotion, specialized agencies, partnering up, providing discounts and value-added promotional activities, to promote their brand in the market. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27865 |
SIU Thesis. Customer-Based Brand Equity of Star Hotels in Nepal [printed text] / Pujan Lamichhane, Author ; Ousanee Sawagvudcharee, Associated Name ; Chanchai Bunchapattanasakda, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2018 . - vii, 128 p. : Tables, ill. ; 30 cm. 500.00 Baht. SIU THE: SOM-MBA-2018-N03
THE [MS.[MBA]] -- Shinawatra University, 2018 Languages : English ( eng) | Descriptors: | [LCSH]Equity
[LCSH]Hotels
| | Keywords: | Brand equity,
Customer based brand equity,
Hotels,
Hotel brand equity | | Abstract: | The research has been conducted to analyze the factors that impact the customer-based brand equity in the context of the star hotels in Nepal and to examine the level of impact of the independent variables: brand awareness, brand loyalty, brand image and perceived quality on the dependent variable: customer-based brand equity of star hotels in Nepal. The research was conducted using a mixed method utilizing both quantitative and qualitative method. For the quantitative method a sample of 380 customers from four different star categorized hotels were taken from the capital of the country. Convenient sampling method was used for the study. The research study is completed using a blend of descriptive and comparative research design. Moreover, for the qualitative method a semi- structured interview was conducted among the senior marketing managers of selected 4 different hotels and the thematic analysis was done. The data collection instrument used in the research were the 5 point Likert scale questionnaires and the semi-structured interview. Correlation analysis and regression analysis was done to test the hypothesis. It was found that there was positive significant relationship between brand loyalty, brand image and perceived quality, and customer based brand equity. However, brand awareness did not show significant causal relationship with customer based brand equity. It was also found that all the sample hotels have been following various branding activities and campaigns like mass media promotion, specialized agencies, partnering up, providing discounts and value-added promotional activities, to promote their brand in the market. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27865 |
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