The influence of consumer satisfaction on the relationship between brand equity and brand loyalty in hospitality industry

A brand is a construct that assists the organizations in achieving competitive advantage. Creating and managing brand equity is a very crucial task in every business organizations. Brand equity that became an important concept in marketing from 1980, is an added value that exists through brand name for organization. Our study has focused on the relationship between brand loyalty, customer satisfaction and brand equity therefore a sample of 250 individuals participated in our survey. In recent years, customer satisfaction and brand loyalty took much attention among the researchers due to this fact that more loyalty and customer satisfaction result in more market share and a better competitiveness.