Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam

Purpose This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand equity in Hoi An tourism destination, Vietnam, from the perspective of domestic tourists. Design/methodology/approach Questionnaire data were collected from 319 domestic tourists who have visited Hoi An city. The results of empirical tests using a structural equation model support the research hypotheses. Findings The results indicate that destination brand awareness has significant, positive effects on destination brand image and destination perceived quality; destination brand image has positive influences on destination perceived quality and destination brand loyalty; destination perceived quality has significant, positive impacts on destination brand loyalty; except for destination brand image, the remaining dimensions have positive and direct impacts on overall destination brand equity. Originality/value An integrated model of destination brand equity dimensions and overall destination brand equity was tested in a tourism city in the context of a developing economy. Moreover, relevant implications are provided for destination marketers as to how to improve destination brand equity in the tourism industry.

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Determining the causal relationships that affect consumer-based brand equity

Marketing Intelligence & Planning ◽

10.1108/mip-11-2014-0211 ◽

2015 ◽

Vol 33 (6) ◽

pp. 944-956 ◽

Cited By ~ 6

Author(s):

Pedro Marcelo Torres ◽

Mário Gomes Augusto ◽

João Veríssimo Lisboa

Keyword(s):

Undergraduate Students ◽

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Equation Model ◽

Causal Relationships ◽

Causal Order ◽

Content Type ◽

Positive Effects

Purpose – The purpose of this paper is to analyse the causal relationships among the dimensions that explain consumer-based brand equity, and to determine the importance of each dimension in the assessment of overall brand equity. Design/methodology/approach – A research instrument proposed by Yoo and Donthu was applied to undergraduate students of the University of Coimbra. Two leading brands in the Portuguese beer market were used in the study. Respondents were randomly assigned to one brand and were asked to rate all items on seven Likert-type scales. Based on Aaker’s conceptual framework, a structural equation model (SEM) was designed to analyse the proposed relationships. Findings – A causal order between brand equity dimensions was established. The results suggest that the positive effects of perceived quality and brand awareness on overall brand equity are mediated by brand loyalty. Research limitations/implications – Although the exclusion of brand associations’ dimensions in the SEM improves the validity of the constructs, it should be regarded as a limitation, given its importance in brand equity building. Practical implications – Marketing managers should focus on brand loyalty in order to increase overall brand equity, and should give special attention to perceived quality, since it is the factor with the strongest impact on brand loyalty. Originality/value – The identification of the causal relations among brand equity dimensions and the analysis of their influence in overall brand equity, not yet clearly validated in the literature.

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations

Journal of Product & Brand Management ◽

10.1108/jpbm-09-2019-2558 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Cited By ~ 1

Author(s):

Farzana Quoquab ◽

Jihad Mohammad ◽

Anis Makhillah Mohd Sobri

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

Online Survey ◽

Tourism Industry ◽

Mediating Effect ◽

Content Type ◽

Brand Quality ◽

Psychological Engagement ◽

Destination Brand ◽

Practical Implications

Purpose The present study attempts to shed some light on tourists’ destination brand loyalty (DBL) in the Malaysian ecotourism context. More specifically, this study aims to examine the relationships between electronic word of mouth (eWOM), destination brand quality (DBQ), destination brand image (DBI), psychological engagement (PE) and DBL. Design/methodology/approach Based on the Stimulus–Organism–Response theory and buyer black box model, this study developed a framework to address tourists’ loyalty towards ecotourism destinations. An online survey was carried out to collect data, which yielded 210 completed usable responses. Structural equation modelling – partial least squares was used to test the study hypotheses. Findings Findings from this study revealed that eWOM and destination product quality affect DBI. Moreover, data support the mediating effect of PE between DBI and DBL. Practical implications This study provides valuable insights for practitioners and policymakers of the tourism industry in creating a DBI, keeping tourists psychologically engaged and retaining their loyalty to the ecotourism destinations. Originality/value This study is amongst the first to examine the effect of eWOM and DBQ on DBI in the ecotourism context. It also examines PE in relation to the DBI, which is a comparatively new area in the literature.

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Brand equity in the Portuguese vinho verde “green wine” market

International Journal of Wine Business Research ◽

10.1108/ijwbr-07-2016-0023 ◽

2018 ◽

Vol 30 (1) ◽

pp. 2-18 ◽

Cited By ~ 3

Author(s):

Ana Brochado ◽

Fernando Oliveira

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Region Of Origin ◽

Content Type ◽

Brand Association ◽

Body Of Knowledge ◽

Wine Market ◽

Main Determinants

Purpose This paper aims to examine the main determinants of brand equity in the context of brands defined by their region of origin, as is the case for Portuguese green wine. Design/methodology/approach Data were collected from a sample of wine consumers in Portugal through personal interviews (N = 200). Structural equation modelling was then applied to study the causal relationships between brand equity and its dimensions (i.e. brand loyalty, brand awareness, perceived quality and brand association) for top-of-mind green wine brands, based on Aaker’s conceptual Framework (Aaker, 1991). Findings The study’s results reveal that brand loyalty is the most influential dimension of brand equity for Portuguese green wine and that the links between brand equity and both brand association and perceived quality are significant. These findings can help Portuguese wineries to prioritise – and allocate resources across – brand equity dimensions. Originality/value Although the literature identifies dimensions of brand equity in other industries, the literature on the wine market is still sparse. This study, therefore, contributes to expanding this body of knowledge.

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Antecedents of brand equity on halal tourism destination

Journal of Islamic Marketing ◽

10.1108/jima-09-2020-0283 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Alexander Preko ◽

Iddrisu Mohammed ◽

Azizbek Allaberganov

Keyword(s):

Brand Equity ◽

Structural Equation ◽

Future Research ◽

Islamic State ◽

Tourism Destination ◽

Comprehensive Overview ◽

Content Type ◽

Brand Quality ◽

Tourism Sector ◽

Destination Brand

Purpose This study aims to examine the antecedents of halal brand equity on destination brand equity (DBE) within the tourism sector. Although much has been done on halal tourism, the issue of halal and brand equity has received little attention in a non-Islamic state context. Design/methodology/approach Using the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data. Findings The study revealed that halal brand awareness and halal value have positive and significant impact on DBE. Also, halal perceived brand quality and halal image had a negative but significant impact on DBE. Research limitations/implications This research is on a country-specific halal brand equity tourism destination, which means that the findings cannot be generalized to other geographical areas. Practical implications The study provides an insight into halal tourism and destination equity, which is important for marketers, the ministry of tourism and local tourism officials to support halal tourism in a non-Islamic country. Originality/value This paper fills a gap by presenting the first comprehensive overview of halal brand equity research that enhances ongoing discussions in the hospitality and tourism field in a non-Islamic context and proposes priorities for future research.

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Managing consumer-based brand equity through brand experience in Islamic banking

Journal of Islamic Marketing ◽

10.1108/jima-07-2015-0048 ◽

2017 ◽

Vol 8 (2) ◽

pp. 218-242 ◽

Cited By ~ 15

Author(s):

Mohsin Altaf ◽

Naveed Iqbal ◽

Sany Sanuri Mohd. Mokhtar ◽

Maqbool Hussain Sial

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

Perceived Quality ◽

Combined Effect ◽

Brand Awareness ◽

Islamic Banking ◽

Brand Experience ◽

Islamic Banks ◽

Content Type

Purpose The purposes of the study are to investigate the role of brand experience in the generation of consumer-based brand equity (CBBE) in Islamic banking and to identify the important components of brand equity, in light of Aaker (1991) and Keller (1993), who combined effect on brand loyalty to effectively manage CBBE in Islamic banking. Design/methodology/approach Paper and pencil technique was used to collect data from the consumers of Islamic banking products. In total, 365 respondents were finally considered for data analysis. Convenient sampling technique was used to collect data. Correlation, multiple regression and hierarchical regression techniques were used with the aid of SPSS and AMOS to analyse the data. Findings The results show that perceived quality, brand image, brand experience, brand loyalty and brand awareness are positively associated and have a significant influence on overall brand equity. Based on the results, the study concludes that perceived quality is an important variable in the management of CBBE in Islamic banking to improve overall brand equity. Hence, it is concluded that perceived quality, brand experience and brand image are the most important focusing areas from CBBE in the management of Islamic banks’ brand equity and cannot be undervalued. Practical implications The research findings illustrate the importance of brand experience and effects of overall brand equity dimensions in the process of building strong brand equity of Islamic banks. Therefore, this research has implications not only for experiential marketing but also for human resource managers and brand managers. The scope of the present study is limited only to the consumers of Islamic banks products of Malaysia and Pakistan. Originality/value Brand management literature focused on the components of brand equity model and its importance in creating overall brand equity. Previous studies are yet to investigate the combined effect of brand equity components (perceived quality, brand awareness, brand image and brand loyalty) to manage overall brand equity. Therefore, the present research fills the gap by investigating the combination of best brand equity components that are very effective to manage brand loyalty and overall brand equity. Second, this study investigates the impact of brand experience on CBBE components in Islamic banking which has not been tested before in Islamic banking.

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Awareness Completes Brand Loyalty: Reality of Zimbabwe Tourism Destination

Business and Management Horizons ◽

10.5296/bmh.v3i2.8547 ◽

2015 ◽

Vol 3 (2) ◽

pp. 60 ◽

Cited By ~ 2

Author(s):

Farai Chigora ◽

Promise Zvavahera

Keyword(s):

Brand Loyalty ◽

Brand Image ◽

Stakeholder Involvement ◽

Tourism Industry ◽

Brand Awareness ◽

Tourism Destination ◽

Senior Managers ◽

Brand Quality ◽

Quantitative And Qualitative Research ◽

Destination Brand

The study investigated the supremacy of raising tourism destination awareness in improving brand loyalty. This was based on the fact that Zimbabwe as a tourism destination has received global awareness through various campaigns but still failing to improve its tourism destination brand loyalty. Therefore the study applied both a positivists and interpretivist’s paradigm using quantitative and qualitative research designs respectively. Sequentially the research design started with a qualitative approach whereby senior managers in the tourism industry were interviewed and agreed that the most common sources of brand loyalty are brand awareness, brand image and perceived brand quality. These variables were then investigated on their relationship to brand loyalty using survey questionnaires that were distributed to the three main sectors of the tourism industry namely accommodation, travel and resorts. The results of the study showed that brand image is the most dominant variable which needs to be uplifted in order to improve Zimbabwe tourism destination’s brand loyalty. This is then followed by brand awareness and perceived brand quality. It is when there is an acceptable image of the Zimbabwe’s tourism brand that positive brand awareness will be created and perceived quality will be enhanced in moment of truth experiences. The study recommended an intensive media campaign to change the current negative perception on Zimbabwe as a tourism destination and sponsored familarisation tours. Also the study recommended an effective evaluation of the tourism products and services in order to see if they are of required quality and an intensive stakeholder involvement in brand formulation.

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PENGARUH PERCEIVED QUALITY DAN BRAND IMAGE TERHADAP BRAND LOYALTY DAN BRAND EQUITY

E-Jurnal Manajemen Universitas Udayana ◽

10.24843/ejmunud.2019.v08.i04.p09 ◽

2019 ◽

Vol 8 (4) ◽

pp. 2125

Author(s):

Gusti Bagus Yopi Brangsinga ◽

Tjok Gde Raka Sukawati

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Sampling Technique ◽

Population Data ◽

Perceived Quality ◽

Equation Modeling ◽

Analysis Techniques

The purpose of this study was to determine the effect of perceived quality and brand image on brand loyalty and brand equity. This research is in the form of associative and carried out on consumers of Samsung Galaxy mobile phones. The sample in this study amounted to 112 people taken using purposive sampling sampling technique, namely the technique of determining the sample with certain considerations that are considered to represent the population. Data analysis techniques are carried out using Structural Equation Modeling (SEM) with the AMOS 16.00 program. The results of this study indicate that all hypotheses are accepted. Perceived quality and brand image have a positive and significant effect on brand equity. This means that good perceived quality and brand image will form a good brand equity for the company. Perceived quality and brand image have a positive and significant effect on brand loyalty. When the perceived quality of consumers towards good brands and the resulting brand image is good, consumers will develop brand loyalty. Then brand loyalty has a positive and significant effect on brand equity. With the brand loyalty of consumers it will add to the positive value that the brand has and will add to the brand equity of the brand and company.

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Ekuitas Merek Produk Cap Kaki Tiga: Pengujian Model Consumer-Based Brand Equity

Jurnal Manajemen Bisnis dan Kewirausahaan ◽

10.24912/jmbk.v2i4.4867 ◽

2019 ◽

Vol 2 (4) ◽

Author(s):

Joko Pramono

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Equation Model ◽

Brand Awareness ◽

Causal Order ◽

Relative Significance ◽

Positive Effects ◽

Brand Association

This study examines consumer-based brand equity of Cap Kaki Tiga-label branding and relative signiﬁcance of brand awareness, perceived quality, and brand association on brand loyalty. As additional, this study aims to test the role of brand loyalty as a mediator on the relationship of its predictors on brand equity. A survey instrument was developed, scale measures were pretested, and the ﬁnal survey was administered directly to 210 respondents. Based on Aaker’s conceptual framework, a structural equation model (SEM) was designed to analyse the proposed relationships. A causal order between brand equity dimensions was established. The results suggest that the positive effects of brand awareness, perceived quality and brand association on brand loyalty, and overall brand equity are mediated by brand loyalty. Marketing managers should focus on brand loyalty in order to increase overall brand equity, and should give special attention to brand awareness, since it is the factor with the strongest impact on brand loyalty.

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The Role of Price and Promotion in Creating Brand Equity

Lahore Journal of Business ◽

10.35536/ljb.2019.v7.i2.a5 ◽

2019 ◽

Vol 7 (2) ◽

pp. 121-146 ◽

Cited By ~ 1

Author(s):

Mehvish Mehvish ◽

Sohnia Salman

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Mediating Effect ◽

Equation Modeling ◽

Validity And Reliability ◽

Proposed Model

The purpose of this study is to ascertain the influence of price and promotion on brand equity, which eventually leads to the determination of consumer’s preference for a particular brand. This research aims to add value to the current field by testing this relationship under the influence of three other mediating dimensions including the brand image, brand loyalty and quality of the product. In order to test the proposed model, the Structural Equation Modeling technique was used in this study. Within this realm, the CFA and path analysis were used to assess the validity and reliability of the latent constructs. The results of the research revealed that the price and promotion of a particular product have a statistically significant relationship with its brand equity. The results also seem to reject the mediating effect of brand image, perceived quality and brand loyalty between price and brand equity. The relationship of promotion, however, does allow for mediation by the perceived quality of a brand, but rejects the other two hypotheses. A number of researchers in Pakistan have previously conducted research on brand equity, albeit using different predictors in different industries. It must be noted that this proposed model of price and promotion, and its effects on the brand equity has not been thoroughly tested in the Pakistani context. Hence, this study proves to be a preliminary basis for further research on the linkages between price, promotion actions and brand equity

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