The significance of information technology and its aspects which include e-marketplace usage, e-commerce activities, information, procedures and process played its crucial role in developing sound supply chain management. IT is a ubiquitous element within most organizations and has expanded beyond the boundaries of the firm to connect organizations locally, nationally and globally. The literature persisting on supply chain management claimed the importance of IT role in organizational supply chain but it is not fully integrated with practical endeavours and not empirically tested yet.

Hotel industry in Asian region got paramount importance with respect to financial and economic resource. But, due to highly competitive industry in nature, services and products offered in hotel industry became commodities. While taking this issue into consideration, hoteliers are actively findings different ways to differentiate their products and services. This need marked branding as most strengthen strategies for competitive advantage and differentiation. In branding, brand equity is most influential perspective to work on academically and practically. Consumers perspective on brand...