Abstract
This study develops a conceptual framework for destination brand equity that goes beyond image by adapting and expanding a multidimensional consumer-based brand equity scale for application within a tourism context. The empirical results, based on a consumer survey in Malaysia (n = 326) measuring the brand dimensions of Korea, identify the relational linkages between four principle brand equity dimensions (brand awareness, brand image, brand associations, and brand loyalty), and overall customer-based brand equity. The importance of brand image, associations, and awareness is confirmed, and the mediating role of brand loyalty in building destination brand equity is highlighted.
Original language | English |
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Pages (from-to) | 385-403 |
Number of pages | 19 |
Journal | Journal of Travel and Tourism Marketing |
Volume | 29 |
Issue number | 4 |
DOIs | |
Publication status | Published - 1 May 2012 |
Keywords
- Consumer-based brand equity
- destination brand equity dimensions
- structural equation modeling
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Marketing