Proposing Researcher Brand Equity Index in Hospitality and Tourism

Abstract

Purpose: This study proposes a holistic model to rank and evaluate researchers’ performance. This holistic model is developed by focusing on brand equity, which includes three components of perceived quality, brand image, and brand loyalty. Design/methodology/approach: To show how the model works, two pseudo cases are presented. Findings: This model encourages researchers to conduct more interdisciplinary research and collaborate with researchers from diverse backgrounds. Since the model includes publication attributes identified by researchers in the publication processes, it allows researchers to strengthen their brand equity score or performance. . Practical Implications: The model is applicable not only to the fields of hospitality and tourism but also to other disciplines. Originality/Value: As one of the first study in the field, this research introduces a holistic model to rank and evaluate researchers’ performance.