Brand Equity Research Using Online Customer Ratings of Spanish Hotels

被引：9
|
作者：
Soler, Ismael P. [1 ]
Gemar, German [2 ]
机构：
[1] Univ Malaga, Programa Doctorado Econ & Empresa, Malaga, Spain
[2] Univ Malaga, Dept Econ & Adm Empresas, Plaza El Ejido S-N, Malaga 29013, Spain
来源：
INTERNATIONAL JOURNAL OF TOURISM RESEARCH | 2017年 / 19卷 / 02期
关键词：
customer-based brand equity; structural equation modelling; customer review; TripAdvisor; Spain; online; USER-GENERATED CONTENT; WORD-OF-MOUTH; SOCIAL MEDIA; CONSUMER PERCEPTIONS; REVIEWS; TOURISM; IMAGE; IMPACT; MODEL; SATISFACTION;
D O I：
10.1002/jtr.2096
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study sought to create and test a customer-based brand equity model for Spanish hotels with TripAdvisor data. Using a sample of 1514 hotels and structural equation modelling with an asymptotically distribution-free method, a valid basic, unified model was developed. The results confirm the viability of online data for brand equity research. These data reduce the cost of data capture, allowing the collection of a large amount of data and the creation of more dynamic models. The results also show that aspects of brand equity are now under the control of users, a finding that requires further research. Copyright (c) 2016 John Wiley & Sons, Ltd.
引用
收藏
页码：191 / 202
页数：12
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