Brady, Cronin, Fox, and Roehm’s (20

Brady, Cronin, Fox, and Roehm’s (2008) definition is notable be-
cause it distinguishes brand equity from brand loyalty. Brand equity

is conceptually broader which encompasses brand image (e.g., percep-
tion of service quality) and brand familiarity. Brand loyalty has tradi-
tionally been conceived as a behavioural construct relating to

intentions towards repeat purchase. By contrast, brand equity entails

favourable disposition that may not necessarily result in purchasing

behaviour. Thus behavioural intentions are one of the consequences

of brand equity, rather than its component.

Although consumer-based brand equity is seen as multi-dimensional

within the marketing literature (e.g., Aaker, 1991; Keller, 1993) debate

exists as to whether the principles of branding within goods marketing

could be directly applied to service dominant brands such as hotels and

restaurants. For example Aaker’s (1991) study recognises perceived

quality as one of the components of brand equity but does not specify

whether this refers to goods or services. Aaker’s study does not state

which quality dimensions should be included in the brand equity mod-
el and therefore whether the model is suitable for assessing service

dominant brand equity models in the hotel and restaurant industry.

For example, applications of the goods-based brand equity models

show poor validity in the tourism industry (Boo, Busser, & Baloglu,

2009). Adjustments to the goods-based branding models are needed

to accommodate the unique characteristics of services (e.g., intangibil-
ity, inseparability, heterogeneity) because distinct dimensions of brand

equity emerge when evaluating service dominant brands (Blankson &

Kalafatis, 1999; O’Cass and Grace, 2004; Kayaman & Arasli, 2007).

The dimensions mentioned most frequently for services are employees,

facilities, experiences, and word-of-mouth (O’Cass and Grace, 2004).