...Mohammed Ismail El-Adly; Amjad Abu ELSamen Purpose This paper aims to measure customer-based brand equity in the context of hotels, and to develop and empirically validate a new scale, named guest-based hotel equity (GBHE), by incorporating the customer perceived value of hotels...

...Jorge Vera Purpose – The purpose of this paper is to assess the relationship between perceived brand quality (PBQ), customer perceived value (CPV) and disposition to pay a higher price (DHP) for a product. Such an assessment also seeks to determine if consumer involvement and brand performance...