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Measuring Brand Equity of Restaurant Chains
Hospitality Review
  • Woo Gon Kim, Oklahoma State University
  • Peter DiMicelli, Oklahoma State University
  • Jin Khang, CJ Foodville Corp
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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.
Publication Date
Citation Information
Woo Gon Kim, Peter DiMicelli and Jin Khang. "Measuring Brand Equity of Restaurant Chains" (2004)
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