Purpose – The purpose of this paper is to provide hotel brand managers with a robust measure to evaluate brand equity as an outcome of brand strategies, as well as to gain insight into what contributes to hotel brand equity. Design/methodology/approach – A quantitative methodology was...

Purpose – The concept of customer engagement (CE) has emerged as an important indicator of customer-brand relationship strength. However, limited research exists to provide insight into how CE enhances the effectiveness of building such a relationship in retail services. The purpose of this...