Marketing

Brand awareness

Brand management

Tourism

Computer science

Brand equity

Business

Brand extension

Advertising

Political science

Artificial intelligence

Loyalty

Brand loyalty

Equity (law)

Perspective (graphical)

Journal of Travel & Tourism Marketing

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.

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