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Sustainability
Volume 12
Issue 7
10.3390/su12072939
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Article

Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage

by
Ijaz Hussain
1,
Shaohong Mu
2,*,
Muhammad Mohiuddin
3,*,
Rizwan Qaiser Danish
4 and
Shrafat Ali Sair
4
1
Department of Management Sciences, National College of Business Administration and Economics, Lahore 54660, Pakistan
2
School of Accountancy, Shandong University of Finance and Economics, Jinan 250014, China
3
School of Business and Economics, Thompson Rivers University, Kamloops, BC V2C 0C8, Canada
4
Hailey College of Commerce, University of the Punjab, Lahore 54590, Pakistan
*
Authors to whom correspondence should be addressed.
Sustainability 2020, 12(7), 2939; https://doi.org/10.3390/su12072939
Submission received: 28 February 2020 / Revised: 1 April 2020 / Accepted: 1 April 2020 / Published: 7 April 2020
(This article belongs to the Special Issue Behavior and Marketing for Sustainability)
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Abstract

This study examines the effects of sustainable marketing assets, such as brand equity and marketing innovation, on market performance in the presence of sustainable competitive advantage as a mediator in the hospitality industry. Data were collected from hotel/restaurant customers (N = 360) on a Likert scale from 1= strongly disagree to 5 = strongly agree and analysis was conducted using the structural equation modeling (SEM) technique. The objective of this study is to understand the relationship among brand equity, marketing innovation, sustainable competitive advantage, and market performance in the hotel/restaurant industry. The results show that sustainable marketing assets have positive and significant effects on market performance. This study also demonstrates that sustainable competitive advantage fully mediates the relationship between brand equity and market performance while partially mediating the relationship between marketing innovation and market performance. The findings of this research can contribute to formulating effective marketing strategies for attracting customers, emphasizing sustainable issues in the hospitality sector, such as hotels/restaurants. This research adds practical value to the literature on brand equity, marketing innovation, sustainable competitive advantage, and market performance in the service industry.
Keywords: brand equity; marketing innovation; market performance; sustainable competitive advantage; SEM brand equity; marketing innovation; market performance; sustainable competitive advantage; SEM

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MDPI and ACS Style

Hussain, I.; Mu, S.; Mohiuddin, M.; Danish, R.Q.; Sair, S.A. Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage. Sustainability 2020, 12, 2939. https://doi.org/10.3390/su12072939

AMA Style

Hussain I, Mu S, Mohiuddin M, Danish RQ, Sair SA. Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage. Sustainability. 2020; 12(7):2939. https://doi.org/10.3390/su12072939

Chicago/Turabian Style

Hussain, Ijaz, Shaohong Mu, Muhammad Mohiuddin, Rizwan Qaiser Danish, and Shrafat Ali Sair. 2020. "Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage" Sustainability 12, no. 7: 2939. https://doi.org/10.3390/su12072939

APA Style

Hussain, I., Mu, S., Mohiuddin, M., Danish, R. Q., & Sair, S. A. (2020). Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage. Sustainability, 12(7), 2939. https://doi.org/10.3390/su12072939

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