VALIDACIÓN DE UN CUESTIONARIO PARA DETERMINAR EL VALOR DE MARCA EN LOS HOTELES: ANALISIS DESDE LA PERSPECTIVA DEL HUÉSPED.

The objective of this paper is to validate a questionnaire to determine loyalty, perceived quality and brand image as determinants of brand equity from a consumer's perspective. The sample was made of the customers from the business area of the Toluca- Lerma-Metepec hotels in the State of Mexico. The academic contribution of the work is based on the understanding of the construct: brand equity and its components. The practical contribution is that the results obtained will help to fill up that gap in empirical work on the measurement of the construct in business hotels. The results show that the questionnaire should be useful for achieving the objectives of this investigation because it was validated in construct and content and as well as its reliability was high. [ABSTRACT FROM AUTHOR]