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

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 th...

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Bibliographic Details
Published inJournal of travel & tourism marketing Vol. 29; no. 4; pp. 385 - 403
Main Authors Im, Holly Hyunjung, Kim, Samuel Seongseop, Elliot, Statia, Han, Heejoo
Format Journal Article
LanguageEnglish
Published Binghamton Taylor & Francis Group 01.05.2012
Taylor & Francis LLC
Subjects
Brand equity
Brand image
Brand loyalty
Consumer behavior
Consumer-based brand equity
destination brand equity dimensions
structural equation modeling
Studies
Tourism
South Korea
Malaysia
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Summary: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.
ISSN:1054-8408
1540-7306
DOI:10.1080/10548408.2012.674884