Branding is a pivotal issue for operating in today’s competitive markets. Brand interacts with a consumer’s mind, so firms are required to touch all aspects of their business comprehensively and consistently. Brand equity is considered as the most important aspect of branding which is a set of brand liabilities and assets associated with the brand, its symbol or name that subtract/add from the value provided by a product or service to a firm and customers. So, the current research endeavor was to identify the interrelationship of customer based brand equity dimensions (perceived service quality, brand image, brand loyalty and brand awareness) in hotel industry of Pakistan. The data was collected from the customers who experienced the services of five star hotels located in multiple cities of Pakistan. Mediating regression and stepwise regression analyses were applied to test the study hypotheses. The study findings will contribute to improve insights into the measurement of multidimensional construct of brand equity based on perceptions of the patrons and address gap in hotel brand equity literature especially in context of developing countries. Implications for management of five star hotels are presented hereunder.

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