Study on Customer-based Brand Equity in the Luxury Hospitality Industry

This paper examines the customer-based brand equity of Rosewood London, a luxury hotel brand. To understand associations that are favorable, strong, and unique in consumer's mind, associative network memory model is utilized, Brand Concept Maps technique employed to illustrate core how they linked consumer memory. The two pillars London's knowledge, awareness image, explored, their impact on consumers' purchase decisions discussed. evaluates from dimensions: feelings performance. Additionally, discusses advantages disadvantages extensions hospitality industry, London can leverage its parent extend portfolio. Overall, provides insights into strength offers recommendations for further enhance position market.