000			01798naa a2200241uu 4500
001			5060516050847
003			OSt
005			20190211181433.0
008			150605s2014 bl ||||gr |0|| 0 eng d
100	1		_aISHTIAQ ISHAQ, Muhammad _952192
242	1	0	_aValor da marca na indústria hoteleira paquistanesa
245	1	0	_aBrand equity in the Pakistani hotel industry
260			_aSão Paulo : _bFGV, _cmai./jun. 2014
520	3		_aBrand equity is considered as the most important aspect of branding, which is a set of brands’ assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regression analyses were applied for investigation of study hypotheses. Results pointed out positive and significant influences of service quality on all other dimensions of brand equity whereas partial mediations were endorsed among the variables. Researchers and practitioners implications are discussed
590			_aISSN Online: 2178938X
700	1		_aHUSSAIN, Nazia _952193
700	1		_aIJAZ ASIM, Ali _952194
700	1		_aJ. CHEEMA, Luqman _952195
773	0	8	_tRevista de Administração de Empresas - RAE _g54, 3, p. 284-295 _dSão Paulo : FGV, mai./jun. 2014 _xISSN 00347590 _w
856	4	2	_uhttp://rae.fgv.br/sites/rae.fgv.br/files/artigos/brand_equity_in_the_pakistani_hotel_industry_0.pdf _yAcesso
942			_cS
998			_a20150605 _b1605^b _cAna
999			_aConvertido do Formato PHL _bPHL2MARC21 1.1 _c48505 _d48505
041			_aeng