scholarly journals Customer-based Brand Equity for a Tourism Destination (CBBETD): the Specific Case of Bandung City, Indonesia

2019 ◽  
Vol 4 (1) ◽  
pp. 8-22 ◽  
Author(s):  
Hartanto Yuwo ◽  
John B. Ford ◽  
Mustika Sufiati Purwanegara
Keyword(s):  
Image Quality ◽  
Brand Equity ◽  
Future Research ◽  
Psychometric Assessment ◽  
Tourism Destination ◽  
Qualitative And Quantitative ◽  
Successful Adaptation ◽  
Managerial Implications ◽  
The City

This study examines in detail the use of customer-based brand equity for a tourism destination (CBBETD) as a strategic tool for use with a specific city (Bandung City, Indonesia in this instance). The CBBETD scale developed by Konecnik (2005) and empiricized by Konecnik and Gartner (2007) was successfully adapted using qualitative and quantitative refinements for the city of Bandung. A sample of 400 visitors to Bandung was surveyed, and empirical psychometric assessment was run. The scale required minor adaptations but was found to be appropriate for use in this new context. The components of customer-based brand equity for a tourism destination were found to be: awareness, image, quality and loyalty. The successful adaptation of the scale is encouraging as it provides strategic insight on strengthening destination positioning in the minds of both current and future tourists. Managerial implications and suggestions for future research are provided.

scholarly journals Determinants of Excursionists’ Satisfaction and Loyalty Towards Architectural Tourism in Ipoh Township, Malaysia

2021 ◽  
Vol 2 (1) ◽  
pp. 1-18
Author(s):  
Anna Manisha Rames ◽  
Tan Gek Siang ◽  
Yeo Sook Fern
Keyword(s):  
Sampling Technique ◽  
The State ◽  
Destination Image ◽  
Future Research ◽  
Tourism Destination ◽  
Internal Reliability ◽  
Destination Loyalty ◽  
Tourist Satisfaction ◽  
Tourism Sector ◽  
Managerial Implications

This study examines the determinants of excursionists’ satisfaction and destination loyalty towards architectural tourism destination in Ipoh Township, since in view of its economic, social and cultural importance, there are limited studies focusing on tourist satisfaction and destination loyalty towards architectural tourism in the extant literature. In addition, the downturn of the tourism sector in Malaysia has mirrored in the state of Perak which raises an alarming signal to the state tourism authorities as domestic tourists are shifting away to tourism destinations in other states and cities in Malaysia. It is postulated that Destination Image, Authenticity, Safety of Destination and Cultural Differences as direct determinants of excursionists’ satisfaction and destination loyalty. Using convenience sampling technique, this study surveyed 250 excursionists who are visiting architectural tourism destination in Ipoh Township. The data were analysed to ensure the attainment of internal reliability before further analyses were conducted. Multiple linear regression analyses found that all determinants had a significant positive effect on excursionists’ satisfaction and destination loyalty. The findings suggest managerial implications to the tourism stakeholders in preserving the heritage and cultural value of the Ipoh Township. Limitations and suggestions for future research are also highlighted.

Antecedents of brand equity on halal tourism destination

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.

scholarly journals Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia

Economies ◽  
2021 ◽  
Vol 9 (4) ◽  
pp. 178
Author(s):  
Lenka Cervova ◽  
Jitka Vavrova
Keyword(s):  
Economic Theory ◽  
Factor Analysis ◽  
Image Quality ◽  
Brand Equity ◽  
Primary Research ◽  
Tourism Destination ◽  
Four Dimensions ◽  
Tourist Destinations ◽  
Image Dimension

Tourism has been negatively impacted by the global COVID-19 pandemic, making it even more important for tourist destinations to focus on their brand equity from the perspective of their customers—visitors. The aim of this paper is therefore to verify and modify the model of customer-based brand equity for a tourism destination (CBBETD) and its attributes for the destination of Croatia from the perspective of Czech tourists, among whom primary research was conducted using the CAWI method (n = 451). The main CBBE dimensions were extracted using factor analysis and a model with four dimensions (awareness, image, quality and loyalty) was created. The identified attributes explain between 55% and 82% of the variability of a given dimension. Although the study’s results follow the published models of CBBETD, the attributes in each dimension and the subdimension in the image dimension reflect the specificities of the destination of Croatia. Thus, the results of this paper extend the economic theory with another model and are also applicable in the field of destination management.

scholarly journals Destination Branding: A Review of the City Branding Literature

2017 ◽  
Vol 8 (4) ◽  
pp. 129-142 ◽  
Author(s):  
Irisi Kasapi ◽  
Ariana Cela
Keyword(s):  
Brand Equity ◽  
Research Field ◽  
City Branding ◽  
Review Of The Literature ◽  
Tourism Destination ◽  
Valuable Contribution ◽  
Destination Branding ◽  
Customer Perspective ◽  
The City

AbstractWhile there exist studies which attempt to measure the brand equity of cities and countries from a customer perspective, there is little or no evidence regarding a thorough review of the destination branding literature from its inception to date, and more specifically about city branding. The objective of this study is thus to present a review of the literature of city branding, with the main aim of aiding tourism destination researchers who are conducting studies in this particular field. In order to conduct this review, ProQuest (ABI/INFORM) database was utilized, using the terms ‘city branding’ and ‘destination branding’ from 2005 through December 2016, as the review of the literature suggests the first traces of publications documenting 'city branding' studies appeared on 2005. This review serves as a roadmap for researchers in the field of destination branding, as it provides an overview of the concept of branding and its origins, a review of the concepts of place and destination branding who served then as an umbrella to the concept of city branding. Further, attention is devoted to summarizing the studies published on ‘city branding’, providing in this way a valuable contribution for the audience interested in the topic of destination branding, and more specifically its city-related subarea. In light of the review conducted, it is found out that the research field of city branding remains still in its infancy, suggesting that there is still room for further research in this particular area.

scholarly journals Investigating the Effect of Selected Marketing Efforts in Brand Equity Creation and Its Cross-Cultural Invariance in Emerging Markets

2017 ◽  
Vol 9 (1) ◽  
pp. 91 ◽  
Author(s):  
Isaac Twum Asare ◽  
Shen Lei
Keyword(s):  
Brand Equity ◽  
Process Model ◽  
Brand Management ◽  
Cross Cultural ◽  
Future Research ◽  
Brand Knowledge ◽  
Managerial Implications ◽  
Marketing Activities ◽  
Using Data ◽  
Invariance Test

In the field of brand management, numerous studies have been conducted on brand equity conceptualization, measurement and validation. Also, previous researchers have shown that consumer-based brand equity via its dimensions can be created and maintained through a company’s marketing mix activities. Brand equity according to Keller, is the differential effect of brand knowledge on consumer response to the marketing activities performed on the brand. Due to cultural differences, consumers’ reaction will differ and thus these marketing efforts will have varying results in different markets.Drawn from both Aaker’s & Keller’s conceptualizations of brand equity, the current study develops a brand equity creation process model similar to Yoo et al.’s and examines its cross-cultural invariance through a structural invariance test using data from two important growing markets—Ghana and China. Results prove that some marketing efforts and dimensions of brand equity have invariant effects on brand equity across the Ghana and Chinese samples. Specifically, the effect of price on perceived quality was not equivalent in both markets. Relationship among brand equity dimensions were also not equivalent, however these dimensions all show an equivalent, positive effect on brand equity. Managerial implications for international brands and limitations for future research are discussed.

scholarly journals Research on brand extension feedback effects based on customer equity

2015 ◽  
Vol 46 (1) ◽  
pp. 97-105
Author(s):  
J. Shao ◽  
J. Zhang ◽  
K. Chen
Keyword(s):  
Theoretical Model ◽  
Brand Equity ◽  
Brand Extension ◽  
Customer Equity ◽  
Feedback Effect ◽  
Future Research ◽  
Feedback Effects ◽  
Consumer Evaluations ◽  
Managerial Implications ◽  
Using Data

As a strategy for enterprises to expand the scale of their operations, brand extension could also generate feedback effect diluting parent brand's customer equity. This study proposes and estimates a theoretical model examining the influence of brand extension on the drivers of parent brand's customer equity, namely value equity, brand equity, and retention equity using data of 850 questionnaires from ordinary consumers in China. The model indicates whether the drivers of a parent brand's customer equity change after brand extension, and how fit and consumer evaluations of brand extension influence the drivers of the parent brand's customer equity. The results show that firstly brand extension influences the drivers of parent brand's customer equity, secondly fit and consumer evaluations of brand extension directly affect the drivers of parent brand's customer equity, consumer evaluations also perform an intermediary function between fit and the drivers of parent brand's customer equity. Finally, this paper talks about managerial implications of the finding.Limitations and suggestions for future research are also discussed.

Building a sponsor’s equity through brand personality: perceptions of fans and rivals

2018 ◽  
Vol 8 (5) ◽  
pp. 454-468 ◽  
Author(s):  
Charitomeni Tsordia ◽  
Dimitra Papadimitriou ◽  
Artemisia Apostolopoulou
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Personality ◽  
Equation Modeling ◽  
Future Research ◽  
Perceived Fit ◽  
Sport Sponsorship ◽  
Content Type ◽  
Short Period ◽  
Managerial Implications

Purpose The purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans of a rival team (rivals). Design/methodology/approach The sponsorship deal between Microsoft (X-BOX), a global software company, and Panathinaikos BC, a popular basketball team located in Athens, Greece, was selected for this examination. Empirical data were collected through self-administered questionnaires from 222 fans and 271 rivals. Structural equation modeling was run to test the research hypotheses. Findings Results provided evidence that brand personality mediates the effect of fans’ perceived fit evaluations on brand equity variables. No mediation of brand personality was found for rivals, as perceived fit did not significantly affect either positively or negatively any of the brand equity variables for those study participants. Research limitations/implications The timing of data collection, which took place a short period after the sponsorship deal was announced, the low degree of rivalry reported as well as the fact that sponsorship activation initiatives were not taken into consideration are seen as limitations of this study. Suggestions for future research that would address each of these limitations are offered. Practical implications The study contributed theoretically to sport sponsorship literature by introducing the concept of brand personality as a means to enhance sponsors’ brand equity in a basketball sponsorship setting for both team fans and rivals. Interesting managerial implications have emerged for marketing managers of both sponsors and sponsees. Originality/value This is one of the very few studies that propose a process by which sponsors can deal with rivals’ negative associations, uncovering opportunities that may exist for companies in sponsoring competing teams.

scholarly journals Advances on the Measure of Judgment and Meaning of the Product for Brazil

2012 ◽  
Vol 11 (2) ◽  
pp. 152-177
Author(s):  
Solange Alfinito ◽  
Marcelo Vinhal Nepomuceno ◽  
Claudio Vaz Torres
Keyword(s):  
Symbolic Meaning ◽  
Future Research ◽  
Valid Measure ◽  
Research Directions ◽  
Qualitative And Quantitative ◽  
Two Factors ◽  
Managerial Implications ◽  
Expert Analysis ◽  
Survey Results ◽  
Future Research Directions

The purpose of this paper was the development of a valid measure of judgment and meaning of products for Brazilian consumers. It consisted of a two-stage study including both qualitative and quantitative approaches. In the qualitative stage, focus groups with 16 Brazilian participants allowed the generation of 40 items for a new scale of judgment and meaning of a product. After semantic validation and expert analysis, the found items composed a questionnaire administered to 684 participants in a paper-and-pencil survey. Results suggest that the items performed considerably better when compared to the previous version, indicating their potential of usage not only in Brazil, but also in other countries. The final measure consisted of 20 items that were distributed into four factors, as pointed out by the literature review. Two factors are related to judgment types (piecemeal and affective), while the other two are related to meaning types (utilitarian and symbolic). Additional results, as expected, showed that product's utilitarian meaning is positively correlated to a piecemeal judgment, whereas symbolic meaning is positively related to affective judgment. Managerial implications for marketing, and future research directions are proposed.DOI: 10.5585/remark.v11i2.2279

Children's Perceived Value: Conceptualization, Scale Development, and Validation

2020 ◽  
Author(s):  
Janine Williams ◽  
A Gazley ◽  
N Ashill
Keyword(s):  
New York ◽  
Perceived Value ◽  
Internal Consistency Reliability ◽  
Future Research ◽  
New York University ◽  
Consumer Decisions ◽  
Managerial Implications ◽  
Stage Process ◽  
Development And Validation ◽  
Value Measure

© 2020 New York University Perceived value among children is an important concept in consumer decisions, yet surprisingly no research has operationalized value for this consumer group. To address this omission, and following the guidelines of DeVellis (2016), this investigation reports the findings of a seven-stage process to develop a valid and reliable instrument for measuring perceived value among children aged 8–14 years. Value for children is conceptualized as a multidimensional construct capturing perceptions of what is received and what is given up, which differs from adult measures in terms of its composition and complexity. A 24-item scale is developed that shows internal consistency, reliability, construct validity, and nomological validity. We also demonstrate the validity of the new scale beyond an existing adult perceived value measure. Directions for future research and managerial implications of the new scale for studying children's consumer behavior are discussed.

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