Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application

Duriye Bozok; Kudret Gul; Melike Gul; Gencay Saatci

doi:doi:10.11648/j.sjbm.20150301.11

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Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application

Duriye Bozok, Kudret Gul, Melike Gul, Gencay Saatci

Published in Science Journal of Business and Management (Volume 3, Issue 1)

Received: 4 December 2014 Accepted: 17 December 2014 Published: 22 December 2014

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Abstract

Today, the intense competition in the tourism market, rapid development of information and communication technologies, increase of the customer knowledge and experience have increased the need for product differentiation. This situation has led to more emphasis to brands. Intangibility of touristic products is exacerbated by the need for labeling and branding can be used as an effective marketing tool in the sector. A good brand adds value to the tourism product and it is more effective in the selection of accommodation of customers. Therefore, to determine tourists' perception of brand equity is very important. In the literature, the components used in the measurement of brand equity can be listed as brand awareness, perceived quality, brand associations and brand loyalty. In our study, the effect of the brand components on the choice of the accommodations will be determined. For this purpose, customers' perception of the brand equity which is effected in choosing a hotel will be measured in an accommodation facility in the city centre of Bursa in Turkey.

Published in	Science Journal of Business and Management (Volume 3, Issue 1)
DOI	10.11648/j.sjbm.20150301.11
Page(s)	1-10
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2014. Published by Science Publishing Group

Keywords

Accommodation Facility, Facility Branding, Brand Equity, Brand Component

References

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APA Style

Duriye Bozok, Kudret Gul, Melike Gul, Gencay Saatci. (2014). Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application. Science Journal of Business and Management, 3(1), 1-10. https://doi.org/10.11648/j.sjbm.20150301.11

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ACS Style

Duriye Bozok; Kudret Gul; Melike Gul; Gencay Saatci. Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application. Sci. J. Bus. Manag. 2014, 3(1), 1-10. doi: 10.11648/j.sjbm.20150301.11

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AMA Style

Duriye Bozok, Kudret Gul, Melike Gul, Gencay Saatci. Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application. Sci J Bus Manag. 2014;3(1):1-10. doi: 10.11648/j.sjbm.20150301.11

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@article{10.11648/j.sjbm.20150301.11,
  author = {Duriye Bozok and Kudret Gul and Melike Gul and Gencay Saatci},
  title = {Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application},
  journal = {Science Journal of Business and Management},
  volume = {3},
  number = {1},
  pages = {1-10},
  doi = {10.11648/j.sjbm.20150301.11},
  url = {https://doi.org/10.11648/j.sjbm.20150301.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20150301.11},
  abstract = {Today, the intense competition in the tourism market, rapid development of information and communication technologies, increase of the customer knowledge and experience have increased the need for product differentiation. This situation has led to more emphasis to brands. Intangibility of touristic products is exacerbated by the need for labeling and branding can be used as an effective marketing tool in the sector. A good brand adds value to the tourism product and it is more effective in the selection of accommodation of customers. Therefore, to determine tourists' perception of brand equity is very important. In the literature, the components used in the measurement of brand equity can be listed as brand awareness, perceived quality, brand associations and brand loyalty. In our study, the effect of the brand components on the choice of the accommodations will be determined. For this purpose, customers' perception of the brand equity which is effected in choosing a hotel will be measured in an accommodation facility in the city centre of Bursa in Turkey.},
 year = {2014}
}

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TY  - JOUR
T1  - Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application
AU  - Duriye Bozok
AU  - Kudret Gul
AU  - Melike Gul
AU  - Gencay Saatci
Y1  - 2014/12/22
PY  - 2014
N1  - https://doi.org/10.11648/j.sjbm.20150301.11
DO  - 10.11648/j.sjbm.20150301.11
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 1
EP  - 10
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.20150301.11
AB  - Today, the intense competition in the tourism market, rapid development of information and communication technologies, increase of the customer knowledge and experience have increased the need for product differentiation. This situation has led to more emphasis to brands. Intangibility of touristic products is exacerbated by the need for labeling and branding can be used as an effective marketing tool in the sector. A good brand adds value to the tourism product and it is more effective in the selection of accommodation of customers. Therefore, to determine tourists' perception of brand equity is very important. In the literature, the components used in the measurement of brand equity can be listed as brand awareness, perceived quality, brand associations and brand loyalty. In our study, the effect of the brand components on the choice of the accommodations will be determined. For this purpose, customers' perception of the brand equity which is effected in choosing a hotel will be measured in an accommodation facility in the city centre of Bursa in Turkey.
VL  - 3
IS  - 1
ER  -

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Author Information

Duriye Bozok

Gastronomy and Cousin Art Deparment Tourism Faculty Balikesir University, Balikesir, Turkey
Kudret Gul

Tourism and Hotel Management Department Balikesir Vocational School Bal?kesir University, Balikesir, Turkey
Melike Gul

Tourism and Hotel Management Department Sindirgi Vocational School Bal?kesir University, Balikesir, Turkey
Gencay Saatci

Tourism and Hotel Management Department Harmancik Vocational School Uludag University, Bursa, Turkey

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Plain Text BibTeX RIS

APA Style

Duriye Bozok, Kudret Gul, Melike Gul, Gencay Saatci. (2014). Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application. Science Journal of Business and Management, 3(1), 1-10. https://doi.org/10.11648/j.sjbm.20150301.11

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ACS Style

Duriye Bozok; Kudret Gul; Melike Gul; Gencay Saatci. Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application. Sci. J. Bus. Manag. 2014, 3(1), 1-10. doi: 10.11648/j.sjbm.20150301.11

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AMA Style

Duriye Bozok, Kudret Gul, Melike Gul, Gencay Saatci. Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application. Sci J Bus Manag. 2014;3(1):1-10. doi: 10.11648/j.sjbm.20150301.11

Copy | Download

@article{10.11648/j.sjbm.20150301.11,
  author = {Duriye Bozok and Kudret Gul and Melike Gul and Gencay Saatci},
  title = {Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application},
  journal = {Science Journal of Business and Management},
  volume = {3},
  number = {1},
  pages = {1-10},
  doi = {10.11648/j.sjbm.20150301.11},
  url = {https://doi.org/10.11648/j.sjbm.20150301.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20150301.11},
  abstract = {Today, the intense competition in the tourism market, rapid development of information and communication technologies, increase of the customer knowledge and experience have increased the need for product differentiation. This situation has led to more emphasis to brands. Intangibility of touristic products is exacerbated by the need for labeling and branding can be used as an effective marketing tool in the sector. A good brand adds value to the tourism product and it is more effective in the selection of accommodation of customers. Therefore, to determine tourists' perception of brand equity is very important. In the literature, the components used in the measurement of brand equity can be listed as brand awareness, perceived quality, brand associations and brand loyalty. In our study, the effect of the brand components on the choice of the accommodations will be determined. For this purpose, customers' perception of the brand equity which is effected in choosing a hotel will be measured in an accommodation facility in the city centre of Bursa in Turkey.},
 year = {2014}
}

Copy | Download

TY  - JOUR
T1  - Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application
AU  - Duriye Bozok
AU  - Kudret Gul
AU  - Melike Gul
AU  - Gencay Saatci
Y1  - 2014/12/22
PY  - 2014
N1  - https://doi.org/10.11648/j.sjbm.20150301.11
DO  - 10.11648/j.sjbm.20150301.11
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 1
EP  - 10
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.20150301.11
AB  - Today, the intense competition in the tourism market, rapid development of information and communication technologies, increase of the customer knowledge and experience have increased the need for product differentiation. This situation has led to more emphasis to brands. Intangibility of touristic products is exacerbated by the need for labeling and branding can be used as an effective marketing tool in the sector. A good brand adds value to the tourism product and it is more effective in the selection of accommodation of customers. Therefore, to determine tourists' perception of brand equity is very important. In the literature, the components used in the measurement of brand equity can be listed as brand awareness, perceived quality, brand associations and brand loyalty. In our study, the effect of the brand components on the choice of the accommodations will be determined. For this purpose, customers' perception of the brand equity which is effected in choosing a hotel will be measured in an accommodation facility in the city centre of Bursa in Turkey.
VL  - 3
IS  - 1
ER  -

Copy | Download