Developing customer-based brand equity from both employee and customer perspectives

ABSTRACT In recent years, there has been an increasing number of hotel management studies. However, until now, there has been no integrated perspective or precise guidance for hotel branding and marketing strategies. The current study used an integrated study of 996 participants (e.g., Study 1: 597 employees and Study 2: 399 customers) to extend customer‐based brand equity (CBBE) theory. The results of Study 1 show that entrepreneurial orientation and corporate vision have a mediating effect on the relationship between brand identity and brand value. Furthermore, brand culture has a significant moderating effect on brand value from the employee perspective. The results of Study 2 show that brand value indirectly affects brand loyalty through visit intention and brand image from the customer perspective. In addition, customer engagement is a critical attribute moderating the brand loyalty development process. Several alternative models are also provided to verify the robustness of the research findings. 摘要 近年來，酒店管理研究的數量不斷增加。然而，到目前為止, 對於酒店品牌成立和行銷策略運用則尚無整合的觀點或精確的引導。本整合型研究研究有996名參與者(舉例來說:第一個研究有597名員工;第二個研究有399名顧客), 主要擴展顧客基礎品牌權益(CBBE)理論基礎。研究一結果顯示:創業導向和企業願景對品牌認同和品牌價值之間的關係具有中介作用。此外, 從員工的角度來看, 品牌文化對品牌價值有顯著的調節作用。第二個研究結果顯示:品牌價值可以透過顧客的訪問意圖和品牌形象間接影響品牌忠誠度。此外, 顧客參與在品牌忠誠度發展過程中擔任至關重要的調節效果。本研究還提供了幾個替代模型來驗證實證結果的穩健性。 關鍵字:顧客基礎品牌權益; 品牌權益; 品牌價值; 品牌文化,參與