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 purpose of this study is to explore polygamous program loyalty in hotel loyalty programs and the relationship between members’ behavioral loyalty and their perceptions of the program effectiveness. Design/methodology/approach – Descriptive statistics, discriminant analysis,...

Purpose Adopting a social capital theoretical (SCT) lens, this study aims to propose a conceptual framework of effective internal communication (IC) for the hospitality industry. The study explores how to enhance current practices and the suitability of social media as an augmentation to...

Purpose This paper aims to provide a comprehensive understanding of how brand management research has evolved to inform future hospitality research agendas that are both theoretically and practically innovative and relevant. Design/methodology/approach A review of leading tourism and hospitality...

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...

Purpose – This study seeks to examine the impact of brand management strategies on the employee role in the deliverance of the service experience consistent with the brand from a management perspective. In doing so, furthers understanding of an area that, to date, has received little empirical...

Purpose The purpose of this paper is to examine the differential effect of reciprocal and negotiated social exchanges in establishing workplace relationship cohesion, providing a mediating influence between social constructed initiatives (i.e. internal socialization and support) and internal...

Purpose – The purpose of this paper is to explore congruency between the self-identity of Baby Boomer, Generation X and Generation Y consumers with the generational label and popularised identity of each generational cohort. Design/methodology/approach – Data were collected using a mixed...

Purpose – Employees are now viewed as playing a crucial role in brand management as they facilitate the interface between the organization and the market. This study, therefore, seeks to examine the role of employees in the delivery of the brand and, in doing so, further one's understanding of...