Exploring the analytics for linking consumer-based brand equity (CBBE) and financial-based brand equity (FBBE) of destination or place brands

Brand equity, both with a financial and perceptual focus, has preoccupied researchers for about four decades. Since financial equity is assumed to depend on perceptual equity, more attention has recently been diverted to perceptual equity indicators. Despite the increasing focus on consumer-based brand equity (CBBE), its assumed relationship with the financial-based brand equity (FBBE) has not been substantiated with empirical evidence. This...