Quality is thus an important but not imperative factor when appraising brand equity. It should be remembered, however, that any comparison between external and internal visitors concerning the importance which each confer on quality as a determinant of brand equity must be approached with a certain amount of caution due to the different way this is measured: whereas quality for external visitors is an amalgam of several factors (organization, services or atmosphere), internal visitors appraise quality as the atmosphere surrounding the event.