Reexamination of attendee-based brand equity

Jin Soo Lee, Ki Joon Back

Research output: Journal article publicationJournal articleAcademic researchpeer-review

52 Citations (Scopus)

Abstract

The significance of brand concept has been increasingly recognized in the MICE industry due to its ability to create a compelling competitive edge. Complementing the major limitation of a study on attendee-based brand equity [Lee, J. S., & Back, K. J. (2008). Attendee-based brand equity. Tourism Management, 29(2), 331-344], this study reexamines attendee-based brand equity by additionally sampling regional CHRIE conferences (RCs) and comparing the data with I-CHRIE's annual conference (IC) in the context of our theoretical model. This research not only increases the theoretical validity of the previous model of attendee-based brand equity, but also explores brand equity as captured through the differential brand knowledge effect by comparing IC and RCs.
Original languageEnglish
Pages (from-to)395-401
Number of pages7
JournalTourism Management
Volume31
Issue number3
DOIs
Publication statusPublished - 1 Jun 2010

Keywords

  • Attendee-based brand equity
  • Brand association
  • Differential effect of brand knowledge

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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