RT Journal Article
T1 Brand Equity Research Using Online Customer Ratings of Spanish Hotels
A1 Soler-García, Ismael Pablo
A1 Gemar-Castillo, Germán
K1 Marcas (Marketing)
K1 Hoteles - Marketing
K1 Reputación digital
AB This study sought to create and test a customer-based brand equity model for Spanish hotels with TripAdvisor data. Using a sample of 1514 hotels and structural equation modelling with an asymptotically distribution-free method, a valid basic, unified model was developed. The results confirm the viability of online data for brand equity research. These data reduce the cost of data capture, allowing the collection of a large amount of data and the creation of more dynamic models. The results also show that aspects of brand equity are now under the control of users, a finding that requires further research.
PB Wiley
YR 2017
FD 2017
LK https://hdl.handle.net/10630/40793
UL https://hdl.handle.net/10630/40793
LA eng
NO Soler, Ismael P., and Germán Gémar. "Brand equity research using online customer ratings of Spanish hotels." International Journal of Tourism Research 19.2 (2017): 191-202.
NO https://openpolicyfinder.jisc.ac.uk/id/publication/7482
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 14 abr 2026