A financial approach-based measurement of brand equity in the restaurant industry

Serin Choi, Kyuwan Choi, Seoki Lee, Kyuseok Lee

Research output: Contribution to journalArticle

1 Scopus citations

Abstract

Brand equity plays a significant role in the restaurant industry due to the competitive advantage gained by differentiation. It has been identified as a main component of intangible assets that decides the market value of a firm in the industry. Although the importance of brand equity has been well recognized in the restaurant literature, there has been little investigation regarding how to objectively quantify brand equity, especially by using secondary market data. Further, there is no publicly available brand equity data of restaurant firms thus far. For these reasons, this study aims to develop an approach on how to estimate a restaurant's brand equity not only by utilizing the secondary market data but also by incorporating the unique characteristics of restaurant firms. By proposing a restaurant-specific model to estimate brand equity, this study contributes to the restaurant literature and to the industry as a whole.

Original languageEnglish (US)
Pages (from-to)1515-1522
Number of pages8
JournalTourism Economics
Volume23
Issue number7
DOIs
StatePublished - Nov 1 2017

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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