TY - JOUR
T1 - An examination of the relationship between employee perception and hotel brand equity
AU - Tsang, Nelson K.F.
AU - Lee, Louisa Y.S.
AU - Li, Frances X.H.
PY - 2011/7
Y1 - 2011/7
N2 - Brand management stresses the importance of satisfying the needs of external customers. Employee branding management shows an evolving trend as employees begin living the brand. It is, therefore, necessary that employees are convinced by the hotel brand prior to having confidence to "sell" the brand to customers. The present study aims to investigate employee perception toward hotel brand equity, particularly in the Hong Kong hotel industry. Factor analysis is used to identify four underlying factors-namely, employee commitment, employee engagement, employee identification, and service quality. The four constitute the perception of the employee on the evaluation of the brand. Correlation analysis is employed to examine relationship among the underlying factors and three dimensions of hotel brand equity-including brand image, brand awareness, and perceived quality. Moderate association is generally noted, and perceived quality has the most significant relationship with employee perception on brand equity. Managerial implications on employee branding management are introduced to hotel management. Topics for future research are also recommended.
AB - Brand management stresses the importance of satisfying the needs of external customers. Employee branding management shows an evolving trend as employees begin living the brand. It is, therefore, necessary that employees are convinced by the hotel brand prior to having confidence to "sell" the brand to customers. The present study aims to investigate employee perception toward hotel brand equity, particularly in the Hong Kong hotel industry. Factor analysis is used to identify four underlying factors-namely, employee commitment, employee engagement, employee identification, and service quality. The four constitute the perception of the employee on the evaluation of the brand. Correlation analysis is employed to examine relationship among the underlying factors and three dimensions of hotel brand equity-including brand image, brand awareness, and perceived quality. Moderate association is generally noted, and perceived quality has the most significant relationship with employee perception on brand equity. Managerial implications on employee branding management are introduced to hotel management. Topics for future research are also recommended.
KW - Brand equity
KW - Brand management
KW - Employee
UR - http://www.scopus.com/inward/record.url?scp=79960716777&partnerID=8YFLogxK
U2 - 10.1080/10548408.2011.588108
DO - 10.1080/10548408.2011.588108
M3 - Article
AN - SCOPUS:79960716777
SN - 1054-8408
VL - 28
SP - 481
EP - 497
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 5
ER -