Abstract: Building Brand Equity is one of the top most priority of any business firm, but being succeeded in this is not an easy task because the services are similar in the case of online hotel booking websites. By Brand equity, the customers can differentiate one brand from another and it influences the perceptions of the brand it is important for both the websites and hotels. Due to rapid growth in internet availability and hotel aggregators, travelers increasingly prefer to book hotel online. This happens when perceived value of the consumers met; which eventually leads to brand loyalty. This conceptual study helps to find the impact of brand loyalty and perceived value in building brand equity towards online hotel booking websites in India.
Keywords: brand equity, hotel aggregators, brand loyalty, perceived value.
Title: RELATIONSHIP OF BRAND EQUITY WITH HOTEL BOOKING WEBSITES
Author: Dr.C.Thirumal Azhagan, D.Tamil Priya
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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