An analytical model for building brand equity in hospitality firms

Nowadays, service‐oriented marketing has been playing an important role in marketing science fields. The current studies have focused on the establishment of a brand equity model and the relevant causal relationships of the model, they have not presented any consistent measurement technique. Hence, this paper aims to standardize the estimation of a constructed dimension for the equity of service‐oriented brands and to solve the multiple‐dimension problem inherent in this estimation. In particular, this proposed analytical model considers distinct weights for brand equity categories and attributes. Further, we intend to systematically present a deliberate procedure of the brand equity model along with a strategy to enable the further development of this procedure. By adopting quality function deployment (QFD) and consistent fuzzy preference relations, we create a valid and reliable brand equity model for hospitality firms. Finally, we empirically assess the measurement and managerial strategies related to the proposed model by illustrating the case of a restaurant chain.