Influences of symbolic capital on destination brand equity

Juran Kim, Joonheui Bae

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

This study clarifies destination brand equity and examines the effect of destination brand personality on symbolic capital and attitude toward destination brand, and the effect of symbolic capital and attitude on destination brand equity. Using a survey research method, 309 participants from South Korea were recruited. The finding indicated that a well-established destination personality enhanced symbolic capital and positive attitudes toward the destination, leading to higher destination brand equity. This study contributes to the body of knowledge by clarifying the concept of symbolic capital and highlighting the effects of destination brand personality on symbolic capital and attitudes toward destination brands, which in turn lead to destination brand equity. Our findings have practical implications for destination brand marketing strategies, suggesting that these strategies can be made more effective by catering to symbolic capital and destination brand equity.

Original languageEnglish
Pages (from-to)561-576
Number of pages16
JournalJournal of Global Scholars of Marketing Science: Bridging Asia and the World
Volume33
Issue number4
DOIs
Publication statusPublished - 2023
Externally publishedYes

Keywords

  • attitude
  • destination brand equity
  • Destination brand personality
  • destination branding
  • symbolic capital

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Social Sciences (miscellaneous)
  • Marketing

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