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June 18, 2026Journal of Global Marketing

“Determinants of Customer-Based Brand Equity (CBBE) in the Hospitality Industry of an Emerging Sub-Saharan Country: Sustainability as an Integral Part”

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Authors

WIWinston Asiedu InkumsahIAIbn Kailan Abdul-HamidMIManaf Issah

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Overview

Randomized trial examines customer-based brand equity in Ghana’s hospitality sector, indicating sustainability is essential for brand strength.

Key Points

  • The research aims to explore how sustainability influences customer-based brand equity in Ghana's hospitality industry.
  • Surveyed 300 Ghanaian hospitality consumers
  • Utilized Structural Equation Modeling (SEM) for data analysis
  • Examined the impact of environmental, social, and economic sustainability along with innovation on brand equity
  • Environmental sustainability and innovation are the strongest predictors of customer-based brand equity (CBBE)
  • Economic and social sustainability have limited effects on brand perceptions
  • Sustainability practices are integral to enhancing customer value in the hospitality sector

Cite This Study

Inkumsah et al. (2026) studied this question.

synapsesocial.com/papers/6a338a4e630953a74978c7dfhttps://doi.org/10.1080/08911762.2026.2683610
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Hotel sustainability practices, social identity and customer citizenship behaviour (CCB) in an emerging country: a moderation-mediation approach2025
  2. 2Exploring the effects of employee-based brand equity on customer satisfaction in 3 Star Hotels2025
  3. 3Beyond the brand promise: co-creating unforgettable guest experiences2026
  4. 4Environmental Sustainability and Green Revisit Intentions: The Mediating Effect of Green Satisfaction in Selected Hotels in the Ashanti Region of Ghana2026
  5. 5The Impact of CSR Dimensions on Customer Loyalty, Brand Image, and Satisfaction in the Hospitality and Tourism Sector: The Role of Customer Trust and Perceived Value2025 · 10 citations