The purpose of this study was to empirically examine the consolidative conceptual model which tests the effect of perceived quality, brand awareness, perceived value and brand uniqueness on brand loyalty and the effect of brand loyalty on positive WOM. The study adopted a quantitative...

Hotel operators struggle to satisfy the wants of their customers and subsequently retain them by attempting to know the factors that could build up a strong brand relationships and loyal customer base. Over the recent decade, practitioners have engaged in making and maintaining future...