Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests

• Published in: Tourism management (1982) Vol. 46; pp. 431 - 443
• Main Authors: Huang, Zhuowei (Joy), Cai, Liping A.
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.02.2015
• Subjects: Chinese middle-class consumers; Consumer-based brand equity; Home and host; Multinational hotel brands; Travel motivation; Multinational hotel brands; Consumer-based brand equity; Home and host; Travel motivation; Chinese middle-class consumers
• ISSN: 0261-5177; 1879-3193
• DOI: 10.1016/j.tourman.2014.07.013

This study addresses global expansion challenges faced by multinational hotel companies under the backdrop of the booming international travel. Grounded upon theories pertaining to brand equity, this study develops the consumer-based brand equity (CBBE) model for multinational hotel brands, which examines the effects of brand knowledge on consumer response to these brands. The conceptual model is empirically tested using a sample of the Chinese middle-class consumers in their home country – China and when they travel to the foreign country as their host country – the United States. Three U.S.-based multinational hotel brands are selected: Hilton, Holiday Inn, and Super 8. Different relationship patterns between brand knowledge and consumer responses in home and host countries are exhibited. In addition, this study examines the role of Chinese consumers' travel motivation to the United States in the CBBE model. •CBBE models for multinational hotel brands are tested with Chinese middle-class consumers.•Different relationship patterns between brand knowledge and consumer response are found.•Different patterns between brand knowledge and consumer response across China and U.S. are found.•Chinese travel motives to the U.S. moderates relationships between brand image and travel intent.