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Little research has been done to measure brand equity of hospitality companies. It is important for food service organizations to measure accurately their brand equity in order to manage and leverage it properly. This study attempts to measure the brand equity of casual dining restaurant chains in monetary terms using conjoint analysis.
Kim, Woo Gon; DiMicelli, Peter; and Khang, Jin
"Measuring Brand Equity of Restaurant Chains,"
Hospitality Review: Vol. 22
, Article 3.
Available at: http://digitalcommons.fiu.edu/hospitalityreview/vol22/iss2/3