Influence of brand equity on the behavioral attitudes of customers: Spanish Tourist Paradores
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Influence of brand equity on the behavioral attitudes of customers: Spanish Tourist Paradores José Álvarez‑García1 · María del Carmen Cortés‑Domínguez1 · María de la Cruz del Río‑Rama2 · Biagio Simonetti3
© Springer Nature B.V. 2019
Abstract The objective of this research is to contrast an explanatory model of how brand equity influences the customer’s behaviour and behavioural intentions. It will take place in the tourism sector, specifically, the target population are the customers of a hotel chain representing a very specific type of service in the tourism sector, emblematic hotels. In Spain, these hotels are operated under the Paradores Brand, distinctive of “The Network of Spanish Tourist Paradores”. A sample of 374 valid questionnaires was obtained through a structured survey to customers. The exploratory and confirmatory factor analysis is applied to validate the measurement scales. The proposed model for analysing relationships is estimated by applying structural equation modeling. The results show that brand equity is the key variable to influence the purchase intent of its potential customers, as well as the intention to recommend. These results have significant implications for the managers of this type of establishment. Keywords Brand equity · Purchase intent · Intention to recommend · Paradores · Emblematic hotels
1 Introduction At present, the “Brand” as a company’s emblem is established as one of its most valuable intangible assets (Aaker and Alvarez Del Blanco 1995; Madden et al. 2006), becoming in many cases the product that is consumed (Salzer-Mörling and Strannegård 2004). In this * José Álvarez‑García [email protected] María de la Cruz del Río‑Rama [email protected] Biagio Simonetti [email protected] 1
University of Extremadura, Cáceres, Spain
2
University of Vigo, Orense, Spain
3
Università Degli Studi del Sannio di Benevento, Benevento, Italy
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sense, some authors argue that the brand is directly related to the company’s competitiveness (Aaker 1991; Keller 2007) enabling to position and differentiate itself from the competition through its tangible and intangible elements (Keller 2003; Schlesinger Díaz and Cervera Taulet 2008). Therefore, brand management (its use and elements), as well as measuring its value by companies has become essential (Aaker and Alvarez Del Blanco 1995; Madden et al. 2006). When reviewing the literature, it is noted that there is a wide variety of scientific works focused on brand management, most of them on tangible goods (Jones 2005; Ballantyne and Aitken 2007), with fewer in the services area (Schlesinger Díaz and Cervera Taulet 2008). In view of this research work, it is necessary to highlight the concept of brand equity as a strategic element of business management (Villarejo 2002), since according to Mahajan et al. (1994), there are many investigations that show its relationship with the achievement of a sustainable competitive advantage for the company. Brand equity is operationalized in mar
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