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

Published on May 29, 2012in Journal of Travel & Tourism Marketing
· DOI :10.1080/10548408.2012.674884
Holly Hyunjung Im1
Estimated H-index: 1
(PolyU: Hong Kong Polytechnic University),
Samuel Seongseop Kim42
Estimated H-index: 42
(Sejong University)
+ 1 AuthorsHee‐Joo Han2
Estimated H-index: 2
(KGU: Kyonggi University)
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.
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