Effects of Customer-Based Brand Equity (CBBE) on Guest Experience in Beach and Island Resort
Keywords:
Customer-Based Brand Equity, Guests' Experience, Resort
Abstract
This study investigates the effect of customer-based brand equity (CBBE) on guests’ experience in the beach and island resort settings. A survey method was adopted by using a self-administered questionnaire. Purposive sampling was employed, and data were collected from 200 guests who had stayed at beach and island resorts in seven destinations. A Structural Equation Model (Partial Least Squares-SEM or PLS-SEM) approach was applied to analyze the data. The findings in this study reveal that the hypothesized relationship between brand association and guests’ experience and perceived quality was supported. However, the findings failed to support the hypothesized relationship between brand awareness and guests’ experience. This study offers several theoretical contributions, followed by managerial implications and outlines potential directions for future research.
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References
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Ahmed, A. R. Q., & Taha, A. H. A. (2023). Assessing the Impacts of Consumer Awareness on Consumer Purchase Intention with the Moderating Role of Product Label: Evidence from Consumers of Iraqi Manufacturing Firms. AgBioForum, 25(1), 193-202.
Ali, E. H., & Gaber, A. (2022). Influence of Guest Experience on Word of Mouth and Revisit Intentions in the Egyptian Hotel Industry. International Journal of Tourism and Hospitality Management, 5(1), 303-320.
Ali, F., Hussain, K., & Ragavan, N. A. (2014). Memorable Customer Experience: Examining the Effects of Customer Experience on Memories and Loyalty in Malaysian Resort Hotels. Procedia - Social and Behavioral Sciences, 144, 273-279.
Cervova, L., & Vavrova, J. (2021). Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia. Economies, 9(4), 1-12.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Hanaysha, J. R. (2022). Impact of Brand Equity on Customer Experience and Loyalty: Evidence from the Hospitality Sector. International Journal of Hospitality & Tourism Administration, 23(4), 873–892.
Hair, J. F., Black, W.C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis, 7th Edition. New Jersey: Prentice Hall.
Hair, J. F., Hult, G.T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling, 2nd Edition. Thousand Oaks: SAGE Publications.
Harris, F., & De Chernatony, L. (2001). Corporate Branding and Corporate Brand Performance. European Journal of Marketing, 35(3/4), 441-456.
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y. T., & Prasetio, T. (2022). The Effect of Social Media Marketing on Brand Trust, Brand Equity and Brand Loyalty. International Journal of Data and Network Science, 6(3), 961-972.
Hershberger, S.L. (2003), The Growth of Structural Equation Modeling: 1994-2001. Structural Equation Modeling, 10(1), 35-46.
Hoang, T. D. T. (2023). Examination of Tourists’ Culinary Experience: Revisiting the Experience Economy in the Case of Hue Cuisine. Journal of Tourism and Services, 14(27), 249-264.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspect of Consumption: Consumer Fantasies, Feelings, and Fun. The Journal of Consumer Research, 9(2), 132 – 140.
Kandampully, J., Zhang, T., & Bilgihan, A. (2018). Customer Loyalty: A Review and Future Directions with a Special Focus on the Hospitality Industry. International Journal of Contemporary Hospitality Management, 30(1), 168–194.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
Khanh, C. N. T., & ThiHoai, N. D. (2020). Building Brand Equity in the Hotel Industry: The Mediating Role of Customer-Based Brand Satisfaction. International Journal of Hospitality & Tourism Systems, 13(2), 47-58.
Kim, W. G., Jin-Sun, B., & Kim, H. J. (2008). Multidimensional Customer-Based Brand Equity and Its Consequences in Midpriced Hotels. Journal of Hospitality & Tourism Research, 32(2), 235–254.
Lee, S., Jeong, E., & Qu, K. (2020). Exploring Theme Park Visitors’ Experience on Satisfaction and Revisit Intention: A Utilization of Experience Economy Model. Journal of Quality Assurance in Hospitality & Tourism, 21(4), 474-497.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96.
Mamakou, X. J., Zaharias, P., & Milesi, M. (2023). Measuring Customer Satisfaction in Electronic Commerce: The Impact Of E-Service Quality and User Experience. International Journal of Quality & Reliability Management, 41(3), 915-943.
Manhas, P. S. (2019). Identifying The Dimensions of Customer Experience in the Hospitality and Tourism Industry. South Asian Journal of Marketing & Management Research, 9(12), 30-41.
Martínez, P., & Nishiyama, N. (2019). Enhancing Customer-Based Brand Equity Through CSR In the Hospitality Sector. International Journal of Hospitality & Tourism Administration, 20(3), 329-353.
Maru, C., & Dey, D. K. (2024). Consumer Escapism: A Systematic Review. Journal of Marketing Theory and Practice, 1-23. https://doi.org/10.1080/10696679.2024.2404424
Nuseir, M. T. (2021). Assessing The Impact of Brand Equity and Customer Experience on Brand Loyalty in the United Arab Emirates' Hotel Industry. International Journal of Business Excellence, 25(4), 459-473.
Ojha, G. (2025). The Effect of Consumer Experience on Brand Loyalty: A Study of Boutique Hotels in the Kathmandu Valley. Nepalese Journal of Hospitality and Tourism Management, 6(1), 1-20.
Paisri, W., Ruanguttamanun, C., & Sujchaphong, N. (2022). Customer Experience and Commitment on eWOM and Revisit Intention: A Case of Taladtongchom Thailand. Cogent Business & Management, 9(1), 1-23.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97–105.
Piriyakul, I., Kunathikornkit, S., & Piriyakul, R. (2024). Evaluating Brand Equity in the Hospitality Industry: Insights from Customer Journeys and Text Mining. International Journal of Information Management Data Insights, 4(2), 1-13.
Phong, L. T., Nga, T. H., Hanh, N. T., & van Minh, N. (2020). Relationship Between Brand Association and Customer Loyalty: The Case of the Online Retail Industry. Management Science Letters, 10(7), 1543–1552.
Pullman, M. E. & Gross, M. A. (2004). Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviours. Decision Sciences, 35(3), 551-78.
Rather, R. A. (2021). Customer Experience and Engagement in Tourism Destinations: The Experiential Marketing Perspective. Journal of Travel & Tourism Marketing, 37(1), 15-32.
Ribeiro, M. A., & Prayag, G. (2019). Perceived Quality and Service Experience: Mediating Effects of Positive and Negative Emotions. Journal of Hospitality Marketing & Management, 28(3), 285-305.
Ringle, C., Da Silva, D., & Bido, D. (2015). Structural Equation Modeling with the SmartPLS. Bido, D., da Silva, D., & Ringle, C. (2014). Structural Equation Modeling with SmartPLS. Brazilian Journal of Marketing, 13(2), 56-73.
Safeer, A. A., & Le, T. T. (2023). Transforming Customers into Evangelists: Influence of Online Brand Experience on Relationship Quality and Brand Evangelism in the Banking Industry. Asia Pacific Journal of Marketing and Logistics, 35(12), 2947-2964.
Sato, M., Yoshida, M., Doyle, J., & Choi, W. (2023). Consumer?Brand Identification and Happiness in Experiential Consumption. Psychology & Marketing, 40(8), 1579-1592.
Schmitt, B. H. (1999). Experiential Marketing. Journal of Marketing Management, 15(1), 53-57.
Skard, S., Nysveen, H., & Pedersen, P. E. (2011). Brand and Customer Experience in Service Organizations: Literature Review and Brand Experience Construct Validation. SNF Working Paper, 9, 1–52
Sunder, S., & Dixit, S. (2023). Post-pandemic tourism: An article on the recovery strategies. Integrated Journal for Research in Arts and Humanities, 3(2), 174-179.
Tynan, C., & McKechnie, S. (2009). Experience Marketing: A Review and Reassessment. Journal of Marketing Management, 25(5/6), 501-517.
Tourism Malaysia (2023). Malaysia Tourism Statistics in Brief. Retrieved March 31, 2023, from https://www.tourism.gov.my/statistic
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31–41.
Wantini, E., & Yudiana, F. E. (2021). Social Media Marketing and Brand Personality to Brand Loyalty with Brand Trust and Brand Equity as a Mediator. Indonesian Journal of Islamic Economics Research, 3(1), 1-14.
Xie, C., & Sun, Z. (2021). Influence of Perceived Quality on Customer Satisfaction in Different Stages of Services. Nankai Business Review International, 12(2), 258-280.
Zhang, J., Filimonau, V., & Tlemissov, U. (2024). The Effect of Employee-Based Brand Equity on Customer Experience in Multinational Chain Hotels. Tourism and Hospitality Research, 0(0), 1-18.
Ahmed, A. R. Q., & Taha, A. H. A. (2023). Assessing the Impacts of Consumer Awareness on Consumer Purchase Intention with the Moderating Role of Product Label: Evidence from Consumers of Iraqi Manufacturing Firms. AgBioForum, 25(1), 193-202.
Ali, E. H., & Gaber, A. (2022). Influence of Guest Experience on Word of Mouth and Revisit Intentions in the Egyptian Hotel Industry. International Journal of Tourism and Hospitality Management, 5(1), 303-320.
Ali, F., Hussain, K., & Ragavan, N. A. (2014). Memorable Customer Experience: Examining the Effects of Customer Experience on Memories and Loyalty in Malaysian Resort Hotels. Procedia - Social and Behavioral Sciences, 144, 273-279.
Cervova, L., & Vavrova, J. (2021). Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia. Economies, 9(4), 1-12.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Hanaysha, J. R. (2022). Impact of Brand Equity on Customer Experience and Loyalty: Evidence from the Hospitality Sector. International Journal of Hospitality & Tourism Administration, 23(4), 873–892.
Hair, J. F., Black, W.C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis, 7th Edition. New Jersey: Prentice Hall.
Hair, J. F., Hult, G.T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling, 2nd Edition. Thousand Oaks: SAGE Publications.
Harris, F., & De Chernatony, L. (2001). Corporate Branding and Corporate Brand Performance. European Journal of Marketing, 35(3/4), 441-456.
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y. T., & Prasetio, T. (2022). The Effect of Social Media Marketing on Brand Trust, Brand Equity and Brand Loyalty. International Journal of Data and Network Science, 6(3), 961-972.
Hershberger, S.L. (2003), The Growth of Structural Equation Modeling: 1994-2001. Structural Equation Modeling, 10(1), 35-46.
Hoang, T. D. T. (2023). Examination of Tourists’ Culinary Experience: Revisiting the Experience Economy in the Case of Hue Cuisine. Journal of Tourism and Services, 14(27), 249-264.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspect of Consumption: Consumer Fantasies, Feelings, and Fun. The Journal of Consumer Research, 9(2), 132 – 140.
Kandampully, J., Zhang, T., & Bilgihan, A. (2018). Customer Loyalty: A Review and Future Directions with a Special Focus on the Hospitality Industry. International Journal of Contemporary Hospitality Management, 30(1), 168–194.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
Khanh, C. N. T., & ThiHoai, N. D. (2020). Building Brand Equity in the Hotel Industry: The Mediating Role of Customer-Based Brand Satisfaction. International Journal of Hospitality & Tourism Systems, 13(2), 47-58.
Kim, W. G., Jin-Sun, B., & Kim, H. J. (2008). Multidimensional Customer-Based Brand Equity and Its Consequences in Midpriced Hotels. Journal of Hospitality & Tourism Research, 32(2), 235–254.
Lee, S., Jeong, E., & Qu, K. (2020). Exploring Theme Park Visitors’ Experience on Satisfaction and Revisit Intention: A Utilization of Experience Economy Model. Journal of Quality Assurance in Hospitality & Tourism, 21(4), 474-497.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96.
Mamakou, X. J., Zaharias, P., & Milesi, M. (2023). Measuring Customer Satisfaction in Electronic Commerce: The Impact Of E-Service Quality and User Experience. International Journal of Quality & Reliability Management, 41(3), 915-943.
Manhas, P. S. (2019). Identifying The Dimensions of Customer Experience in the Hospitality and Tourism Industry. South Asian Journal of Marketing & Management Research, 9(12), 30-41.
Martínez, P., & Nishiyama, N. (2019). Enhancing Customer-Based Brand Equity Through CSR In the Hospitality Sector. International Journal of Hospitality & Tourism Administration, 20(3), 329-353.
Maru, C., & Dey, D. K. (2024). Consumer Escapism: A Systematic Review. Journal of Marketing Theory and Practice, 1-23. https://doi.org/10.1080/10696679.2024.2404424
Nuseir, M. T. (2021). Assessing The Impact of Brand Equity and Customer Experience on Brand Loyalty in the United Arab Emirates' Hotel Industry. International Journal of Business Excellence, 25(4), 459-473.
Ojha, G. (2025). The Effect of Consumer Experience on Brand Loyalty: A Study of Boutique Hotels in the Kathmandu Valley. Nepalese Journal of Hospitality and Tourism Management, 6(1), 1-20.
Paisri, W., Ruanguttamanun, C., & Sujchaphong, N. (2022). Customer Experience and Commitment on eWOM and Revisit Intention: A Case of Taladtongchom Thailand. Cogent Business & Management, 9(1), 1-23.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97–105.
Piriyakul, I., Kunathikornkit, S., & Piriyakul, R. (2024). Evaluating Brand Equity in the Hospitality Industry: Insights from Customer Journeys and Text Mining. International Journal of Information Management Data Insights, 4(2), 1-13.
Phong, L. T., Nga, T. H., Hanh, N. T., & van Minh, N. (2020). Relationship Between Brand Association and Customer Loyalty: The Case of the Online Retail Industry. Management Science Letters, 10(7), 1543–1552.
Pullman, M. E. & Gross, M. A. (2004). Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviours. Decision Sciences, 35(3), 551-78.
Rather, R. A. (2021). Customer Experience and Engagement in Tourism Destinations: The Experiential Marketing Perspective. Journal of Travel & Tourism Marketing, 37(1), 15-32.
Ribeiro, M. A., & Prayag, G. (2019). Perceived Quality and Service Experience: Mediating Effects of Positive and Negative Emotions. Journal of Hospitality Marketing & Management, 28(3), 285-305.
Ringle, C., Da Silva, D., & Bido, D. (2015). Structural Equation Modeling with the SmartPLS. Bido, D., da Silva, D., & Ringle, C. (2014). Structural Equation Modeling with SmartPLS. Brazilian Journal of Marketing, 13(2), 56-73.
Safeer, A. A., & Le, T. T. (2023). Transforming Customers into Evangelists: Influence of Online Brand Experience on Relationship Quality and Brand Evangelism in the Banking Industry. Asia Pacific Journal of Marketing and Logistics, 35(12), 2947-2964.
Sato, M., Yoshida, M., Doyle, J., & Choi, W. (2023). Consumer?Brand Identification and Happiness in Experiential Consumption. Psychology & Marketing, 40(8), 1579-1592.
Schmitt, B. H. (1999). Experiential Marketing. Journal of Marketing Management, 15(1), 53-57.
Skard, S., Nysveen, H., & Pedersen, P. E. (2011). Brand and Customer Experience in Service Organizations: Literature Review and Brand Experience Construct Validation. SNF Working Paper, 9, 1–52
Sunder, S., & Dixit, S. (2023). Post-pandemic tourism: An article on the recovery strategies. Integrated Journal for Research in Arts and Humanities, 3(2), 174-179.
Tynan, C., & McKechnie, S. (2009). Experience Marketing: A Review and Reassessment. Journal of Marketing Management, 25(5/6), 501-517.
Tourism Malaysia (2023). Malaysia Tourism Statistics in Brief. Retrieved March 31, 2023, from https://www.tourism.gov.my/statistic
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31–41.
Wantini, E., & Yudiana, F. E. (2021). Social Media Marketing and Brand Personality to Brand Loyalty with Brand Trust and Brand Equity as a Mediator. Indonesian Journal of Islamic Economics Research, 3(1), 1-14.
Xie, C., & Sun, Z. (2021). Influence of Perceived Quality on Customer Satisfaction in Different Stages of Services. Nankai Business Review International, 12(2), 258-280.
Zhang, J., Filimonau, V., & Tlemissov, U. (2024). The Effect of Employee-Based Brand Equity on Customer Experience in Multinational Chain Hotels. Tourism and Hospitality Research, 0(0), 1-18.
Published
2025-08-19
How to Cite
Mohammed Shobri, N. D. (2025). Effects of Customer-Based Brand Equity (CBBE) on Guest Experience in Beach and Island Resort. Information Management and Business Review, 17(2(I)S), 530-540. https://doi.org/10.22610/imbr.v17i2(I)S.4633
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Research Paper
Copyright (c) 2025 Nor Diyana Mohammed Shobri
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