Customer-Based Brand Equity of Star Hotels in Nepal

Abstract

This study examines the customer-based brand equity of star hotels in Nepal. The concept of the customer-based brand equity of star hotels in Nepal is a new concept, and to address the gap the current research was conducted. Moreover, it also examines the level of impact of the independent variables: brand awareness, brand loyalty, brand image and perceived quality on the dependent variable: customer-based brand equity. The research was conducted using a mixed method utilizing both quantitative and qualitative method. While for the quantitative method a sample of 380 customers from four different star categorized hotels was taken from Kathmandu, Nepal. The convenient sampling method was used for the study. The qualitative method sample included the 4 senior marketing managers of those 4 conveniently selected star-rated hotels and the thematic analysis was done. The five-point Likert scale questionnaires and the semi-structured interview were conducted for data collection, the collected data were analyzed using correlation and regression analysis apart from the thematic analysis.