Measuring Customer Based Brand Equity in Hotel Industry of Pakistan

Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved through greater level of brand equity. A self administered questionnaire survey was conducted and data was collected from customers of hotels (N=259). For analyses purpose, the study has used reliability, correlation and regression analysis. Findings revealed that reliability had a greater impact on both dimensions of brand loyalty and brand image, than other factors. This would ultimately let the management know that how much influence does perceived value have on hotel brand loyalty and hotel brand image.