Holly Hyunjung Im
Hong Kong Polytechnic University
AdvertisingCorporate brandingBusinessBrand awarenessMarketingBrand equityConsumer behaviourContext (language use)Brand loyaltyBrand managementBrand extension
Publications 1
#1Holly Hyunjung Im (PolyU: Hong Kong Polytechnic University)H-Index: 1
#2Samuel Seongseop Kim (Sejong University)H-Index: 42
Last. Hee‐Joo Han (KGU: Kyonggi University)H-Index: 2
view all 4 authors...
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...
103 CitationsSource