Brand Equity : A Consumer Perspective

Hotel industry in Asian region got paramount importance with respect to financial and economic resource. But, due to highly competitive industry in nature, services and products offered in hotel industry became commodities. While taking this issue into consideration, hoteliers are actively findings different ways to differentiate their products and services. This need marked branding as most strengthen strategies for competitive advantage and differentiation. In branding, brand equity is most influential perspective to work on academically and practically. Consumers' perspective on brand equity is that strong brand reduced searching cost and perceived risk whereby offering quality product and services. Hence, this study evaluated the different perspective of customer based brand equity including service quality, brand image, brand awareness and brand loyalty in hotel industry.