Consumer Brand Engagement and Brand Communications on Destination Brand Equity Maritine Tourism in Indonesia

2021 ◽  
Vol 12 (4) ◽  
pp. 1032
Author(s):  
Suraya MANSUR ◽  
Nurhayani SARAGIH ◽  
Siti SUSILAWATI ◽  
Yusiatie UDUD ◽  
Endri ENDRI
Keyword(s):  
Brand Equity ◽  
Relaxation Effect ◽  
Survey Method ◽  
Brand Communication ◽  
Brand Engagement ◽  
Regression Test ◽  
Tourism Destinations ◽  
Entertainment Value ◽  
Destination Brand ◽  
Method Approach

This study aimed to understand the influence of consumer-brand engagement and brand communication on destination brand equity, survey to maritime tourism of Ujung Kulon and Anak Krakatau, Banten. The population chosen in this study is the Instagram followers of Ujung Kulon and Krakatau Banten.The total of the samples are 96 respondents chosen using purposive sampling. This study used inferential statistic tests, which were divided into two: The correlation Test and Linear Regression Test. This study used a correlational survey method Approach. This research used a quantitative approach and a positivist paradigm. The results showed that the use of Instagram is successful in creating destination brand equity because the entertainment and interaction dimension provided a strong effect on the loyalty dimension of the destination brand equity variable. People who are online and following the Instagram account became loyal because the pictures posted gave entertainment value, joy, and relaxation effect. The interaction between the followers and admin of the account of Maritime Tourism of Ujung Kulon and Anak Krakatau, Banten also added the entertainment value. This study provides new contributions regarding the promotion of maritime tourism destinations through theories about brand engagement, brand equity, and brand communication.

Creating Consumer-Based Brand Equity With Social Media Content Marketing

2019 ◽  
pp. 419-441
Author(s):  
Wolfgang Weitzl
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Value Chain ◽  
Brand Communities ◽  
Brand Engagement ◽  
Online Brand Communities ◽  
Simultaneous Evaluation ◽  
The Social ◽  
Entertainment Value ◽  
The Impact

Due to the growing importance of company-initiated online brand communities (OBCs) like Facebook brand fan pages, details about consumers' perceptions of these sites need to be linked to their effects on customer-based brand equity. This research builds on Keller and Lehmann's brand value chain as the theoretical foundation and adopts the theory to fit the social media context. This approach enables the simultaneous evaluation of the impact of consumer online content perceptions on both fan-page engagement and consumers' brand mindset. Specifically, this research investigates the consumer-based outcomes of perceptions of content's vividness and interactivity as well as the effects of perceived information and entertainment value of brand posts. In addition, this empirical study evaluates the consequences of positive brand fans' comments for consumer online engagement (e.g., liking), brand awareness, image, and attitude. Results show that consumer-oriented brand pages can stimulate positive offline brand engagement such as loyalty and recommendation.

Destination brand equity and tourist's revisit intention towards health tourism: an empirical study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Sabbir Rahman ◽  
Surajit Bag ◽  
Hasliza Hassan ◽  
Md Afnan Hossain ◽  
Rajesh Kumar Singh
Keyword(s):  
Brand Equity ◽  
Medical Tourism ◽  
Tourism Destination ◽  
Health Tourism ◽  
Content Type ◽  
Brand Association ◽  
Revisit Intention ◽  
Tourism Destinations ◽  
Destination Brand ◽  
The Relationship

PurposeThis paper aims to investigate the relationship between destination brand equity and tourist's revisit intention towards health tourism destinations. The study also examines the mediating effect of destination brand association between destination-based brand equity and travellers' revisit intention for health tourism destinations.Design/methodology/approachA survey instrument is used to examine the relationships in the proposed model using the co-variance-based structural equation modelling (SEM) technique. The collected primary data from two hundred forty-six respondents (n = 246) are analysed to test the relationship amongst exogenous, mediating, moderating and endogenous constructs articulated in the proposed structural model.FindingsEmpirical findings reveal that destination brand equity influences the revisit intention of a traveller for health tourism via destination brand association. The perceived trust, reliability and soft issues of a traveller moderate the relationship between destination brand equity and destination brand association. Enduring travel involvement also proves a significant moderation effect on the relationship between destination brand association and the revisit intention of a traveller for a health tourism destination.Practical implicationsThis paper is an initial attempt to develop and empirically examine a conceptual model of the intention of a traveller to revisit a health tourism destination in a dynamic process of information search using the data collected from current travellers after medical tourism-related trips. Results suggest that stakeholders must focus on hedonic and utilitarian factors of the destination that are recognised by travellers to encourage revisit for medical tourism.Originality/valueAlthough there have been numerous studies on health tourism. However, to the best of the authors' knowledge, this research is a pioneer in the healthcare tourism literature that links destination brand equity, brand association and revisit intention of a traveller for health tourism. These findings extend the knowledge of how healthcare tourism that is embedded with destination brand equity and destination brand association. The study findings potentially benefit the marketers for gaining competitive advantages through considering the experience of a traveller.

Involvement and brand equity: a conceptual model for Muslim tourists

2015 ◽  
Vol 9 (1) ◽  
pp. 54-67 ◽  
Author(s):  
Fatemeh Shafaei ◽  
Badaruddin Mohamed
Keyword(s):  
Conceptual Model ◽  
Brand Equity ◽  
Destination Branding ◽  
Content Type ◽  
Tourism Marketing ◽  
Islamic Countries ◽  
Tourism Destinations ◽  
Key Dimensions ◽  
Destination Brand ◽  
The Relationship

Purpose – The aim of this paper is to present a model in which the relationship between Muslims’ involvement with traveling to Islamic destinations and Islamic destination brand equity is investigated. Design/methodology/approach – Based on the existing theoretical and empirical research on involvement and brand equity in tourism marketing and the literature on Muslim tourists’ needs and culture, a conceptual model for Muslim tourists is developed. The model investigates the relationships between Muslims’ psychological motivations for traveling to Islamic destinations and the evaluation of destination Islamic brand. Findings – The study shows that the more Muslims are involved in traveling to Islamic destinations, the more likely they evaluate the key dimensions of destination Islamic brand. This is demonstrated by the influence of Muslims’ involvement on their awareness of Islamic destinations, their image of the Islamic destination attributes, the perceived quality of Islamic offerings, the perceived Islamic value and their loyalty toward Islamic destinations. Practical implications – The study evaluates the Islamic brand equity in the context of Islamic tourism destinations and in relation to Muslims’ interests in traveling to Islamic countries. The study contributes to better understand the Islamic destinations and how to maximize the benefits of their Islamic attributes. It is suggested that Islamic attributes should be highlighted more for Muslim tourists interested in traveling to Islamic countries. Investigating the concepts analyzed will help tourism destinations to integrate marketing and promotional campaigns and build a more powerful Islamic brand in Muslim markets. Originality/value – The relationship between involvement and brand equity has not been yet explored adequately, especially in the context of Islamic branding. This study adds to the previous studies in which the link between personal involvement with a specific destination and destination brand equity was explored. The role of Islamic values in this relationship is highlighted. The study contributes to destination branding studies by being one of the primary works, which applies the concept of brand equity to Islamic destinations.

Creating Consumer-Based Brand Equity With Social Media Content Marketing

2021 ◽  
pp. 1233-1255
Author(s):  
Wolfgang Weitzl
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Value Chain ◽  
Brand Communities ◽  
Brand Engagement ◽  
Online Brand Communities ◽  
Simultaneous Evaluation ◽  
The Social ◽  
Entertainment Value ◽  
The Impact

Due to the growing importance of company-initiated online brand communities (OBCs) like Facebook brand fan pages, details about consumers' perceptions of these sites need to be linked to their effects on customer-based brand equity. This research builds on Keller and Lehmann's brand value chain as the theoretical foundation and adopts the theory to fit the social media context. This approach enables the simultaneous evaluation of the impact of consumer online content perceptions on both fan-page engagement and consumers' brand mindset. Specifically, this research investigates the consumer-based outcomes of perceptions of content's vividness and interactivity as well as the effects of perceived information and entertainment value of brand posts. In addition, this empirical study evaluates the consequences of positive brand fans' comments for consumer online engagement (e.g., liking), brand awareness, image, and attitude. Results show that consumer-oriented brand pages can stimulate positive offline brand engagement such as loyalty and recommendation.

PENGARUH AKUNTANSI PERTANGGUNGJAWABAN, KOMITMEN ORGANISASI, DAN PARTISIPASI ANGGARAN TERHADAP KINERJA MANAJERIAL

Wahana ◽  
2019 ◽  
Vol 22 (1) ◽  
pp. 50-60
Author(s):  
Wiwik Pratiwi ◽  
Andari Asri Kartika
Keyword(s):  
Organizational Commitment ◽  
Linear Regression ◽  
Hypothesis Test ◽  
Descriptive Statistics ◽  
Survey Method ◽  
Manufacturing Companies ◽  
Validity And Reliability ◽  
Managerial Performance ◽  
Regression Test ◽  
Responsibility Accounting

This study is meant to test empirically the influence of responsibility accounting, organizational commitment, and budget participation to the managerial performance on manufacturing companies in Jakarta. This research used survey method by questionnaries. The data were examined using descriptive statistics, test of validity and reliability, classic assumption test, multiple linear regression test, and hypothesis test by using SPSS versi 24.0 for windows. The results of this research showed that responsibility accounting, organizational commitment, and budget participation were effect on managerial performance partially and simultaneously. Keywords: responsibility accounting, organizational commitment, budget participation, managerial performance

PENGARUH AKUNTANSI PERTANGGUNGJAWABAN, KOMITMEN ORGANISASI, DAN PARTISIPASI ANGGARAN TERHADAP KINERJA MANAJERIAL

Wahana ◽  
2019 ◽  
Vol 22 (1) ◽  
pp. 50-60
Author(s):  
Wiwik Pratiwi ◽  
Andari Asri Kartika
Keyword(s):  
Organizational Commitment ◽  
Linear Regression ◽  
Hypothesis Test ◽  
Descriptive Statistics ◽  
Survey Method ◽  
Manufacturing Companies ◽  
Validity And Reliability ◽  
Managerial Performance ◽  
Regression Test ◽  
Responsibility Accounting

This study is meant to test empirically the influence of responsibility accounting, organizational commitment, and budget participation to the managerial performance on manufacturing companies in Jakarta. This research used survey method by questionnaries. The data were examined using descriptive statistics, test of validity and reliability, classic assumption test, multiple linear regression test, and hypothesis test by using SPSS versi 24.0 for windows. The results of this research showed that responsibility accounting, organizational commitment, and budget participation were effect on managerial performance partially and simultaneously. Keywords: responsibility accounting, organizational commitment, budget participation, managerial performance

What makes the difference? Employee social media brand engagement

2019 ◽  
Vol 34 (7) ◽  
pp. 1459-1467 ◽  
Author(s):  
Sherese Y. Duncan ◽  
Raeesah Chohan ◽  
João José Ferreira
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Positive Emotions ◽  
Content Type ◽  
Word Use ◽  
Brand Engagement ◽  
Analytical Thinking ◽  
Industry Competition ◽  
The Difference ◽  
Business To Business

Purpose This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't. Design/methodology/approach We conducted a textual content analysis of posts published on the social media job evaluation site glassdoor.com. LIWC software package was used to analyze 30 of the top 200 business-to-business brands listed on Brandwatch using four variables, namely, analytical thinking, clout, authenticity and emotional tone. Findings The results show that employees who rate their employer’s brand low use significantly more words, are significantly less analytic and write with significantly more clout because they focus more on others than themselves. Employees who rate their employer’s brand highly, write with significantly more authenticity, exhibit a significantly higher tone and display far more positive emotions in their reviews. Practical implications Brand managers should treat social media data disseminated by individual stakeholders, like the variables used in this study (tone, word count, frequency), as a valuable tool for brand insight on their industry, competition and their own brand equity, now and especially over time. Originality/value This study provides acknowledgement that social media is a significant source of marketing intelligence that may improve brand equity by better understanding and managing brand engagement.

scholarly journals Effectiveness of Cost Control in Increasing Profit Operations

Sosio e-kons ◽  
2020 ◽  
Vol 12 (1) ◽  
pp. 10
Author(s):  
Marlina Nur Lestari ◽  
Nina Herlina ◽  
Risna Kartika
Keyword(s):  
Data Analysis ◽  
Cost Control ◽  
Survey Method ◽  
Production Data ◽  
Analysis Method ◽  
Determination Coefficient ◽  
Operating Profit ◽  
Regression Test ◽  
The Cost ◽  
Test Correlation

<p><em>The purpose of this research is to know the effect of how much the cost control of production</em><em> </em><em>to operating profit. The method used in this research is the survey method with a descriptive quantitative approach. The data used is the cost of production data and profit data from CV Insan Lestari. with sample pick up used purposive sampling. The Data analysis method in this research is a regression test, correlation test, determination coefficient, and signification test. The result from a statistic test, there known about a positive correlation from cost control to the production with an operating profit, with determination coefficient are 75,1% and 24.9% are factors outside this research. With the signification test, the conclusion is, the cost control had affected the operating profit.</em><em></em></p>

Sign in / Sign up

Export Citation Format

Share Document