Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective

Holly Hyunjung Im, Seong Seop Kim, Statia Elliot, Heejoo Han

Research output: Journal article publicationJournal articleAcademic researchpeer-review

90 Citations (Scopus)

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 languageEnglish
Pages (from-to)385-403
Number of pages19
JournalJournal of Travel and Tourism Marketing
Volume29
Issue number4
DOIs
Publication statusPublished - 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

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