scholarly journals Factors Affecting Brand Equity in Batu Tourism City

2021 ◽  
Author(s):  
Muhammad Afif Nadhif ◽  
Fitri Novika Widjaja ◽  
Prita Ayu Kusumawardhany
Keyword(s):  
Brand Equity ◽  
Factors Affecting

scholarly journals The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

2020 ◽  
Vol 12 (7) ◽  
pp. 2956 ◽  
Author(s):  
Sujin Bae ◽  
Timothy Hyungsoo Jung ◽  
Natasha Moorhouse ◽  
Minjeong Suh ◽  
Ohbyung Kwon
Keyword(s):  
Cultural Heritage ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Mixed Reality ◽  
Equation Modeling ◽  
Factors Affecting ◽  
Brand Association ◽  
Experience Survey ◽  
Visitor Attractions

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea, using a stratified sampling method. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experiences, but also positively affect brand awareness, brand association, and brand loyalty.

scholarly journals An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

2014 ◽  
Vol 4 (1) ◽  
pp. 6-25 ◽  
Author(s):  
Leah Donlan
Keyword(s):  
Brand Equity ◽  
Survey Methodology ◽  
Contextual Factors ◽  
Experimental Studies ◽  
Measurement Tool ◽  
Sporting Events ◽  
Content Type ◽  
Factors Affecting ◽  
Brand Building ◽  
The Impact

Purpose – The purpose of this study is to assess, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach – The study adopts a quantitative survey methodology, employing self-administered questionnaires at two UK sporting events (athletics and cricket). To isolate the impact of sponsorship, questionnaires were also distributed to comparison sample groups not exposed to the sponsorship activities. The elements of consumer-based brand equity are operationalized in line with Aaker's (1996) brand equity measurement tool. Findings – Sponsorship can be an appropriate vehicle through which to build consumer-based brand equity; however brand-building success is not guaranteed and is subject to a range of factors impacting upon particular sponsorships, including strength of the sponsor-event link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred to a brand through sponsorship. Research limitations/implications – The use of live event settings limits the ability to tightly control all variables; therefore replication of this study using experimental methodologies is recommended. Nonetheless, findings indicate managers should consider the above mentioned contextual factors when selecting sponsorships in order to maximize sponsorship success. Originality/value – This study explores the contribution of sports sponsorship to consumer-based brand equity in live sponsorship settings, addressing concerns over the generalizability of previous experimental studies. Equally, this study compares the brand equity-building effectiveness of sponsorship for two sponsors, which differ on a range of contextual factors that impact upon sponsorship success.

Factors Affecting Tourist Destination Choice: A Survey of International Travelers to Hanoi, Vietnam

2017 ◽  
pp. 77-92 ◽  
Author(s):  
Dam Dong Xuan
Keyword(s):  
Brand Equity ◽  
Destination Image ◽  
Destination Choice ◽  
Tourism Destination ◽  
Tourist Destination ◽  
Destination Branding ◽  
Destination Loyalty ◽  
Factors Affecting

The study enhances tourism destinations’ competitiveness from the tourist’s perspective. Departing from the concept of customer-based brand equity (Keller, 1993; Aaker, 1991), our purpose is to construct a linkage between customer-based brand equity for a tourism destination (destination image, destination awareness, quality of destination and destination loyalty) and behavioral intentions for selecting a tourist destination (revisit and/or recommendation to other people), in order to better understand the role of tourism destination branding. This paper carried out a survey of international tourists who selected Hanoi - Vietnam as their holiday destination and our findings show that brand image and brand loyalty play an important role on tourist’s decision of returning or recommendation to others while brand awareness and quality have no impact.

scholarly journals Sustainable Development of an Organic Agriculture Village to Explore the Influential Effect of Brand Equity from the Perspective of Landscape Resources

2020 ◽  
Vol 12 (18) ◽  
pp. 7416
Author(s):  
Ching-Cheng Shen ◽  
Yen-Rung Chang ◽  
Der-Jen Liu
Keyword(s):  
Sustainable Development ◽  
Organic Farming ◽  
Brand Equity ◽  
Organic Agriculture ◽  
Environmental Sustainability ◽  
Community Empowerment ◽  
Natural Landscape ◽  
The Sustainable Development ◽  
Factors Affecting ◽  
The Village

Luoshan Organic Agriculture Village was the first organic agriculture village in Taiwan, and it focuses on organic farming and cultivation. The village is developed through community empowerment and the utilization of existing tourism resources. In this study, tourists to the village were selected to participate in a survey. The findings indicated that country landscape resources scored the highest, followed by experience of organic farming and natural landscape resources. The results revealed that this travel destination enjoys high brand equity, with the factor of environmental sustainability scoring the highest, followed by the uniqueness of organic farming and the image of healthy tourism. This study suggested that landscape resources were positively correlated with brand equity; moreover, access to environmental information had a significant effect on the relationship between landscape resources and brand equity. Subsequently, the top three factors affecting landscape resources were identified—natural landscape resources, experience of organic farming, and experience of farm stays. In addition, the two factors influencing brand equity of quality and unique resources were derived. This study’s results can help related organizations effectively establish landscape resources, thereby extending their brand equity and building the sustainable development competitiveness of tourist destinations.

scholarly journals Factors Affecting Employee-based Brand Equity: Evidence From China

2017 ◽  
Author(s):  
Tahir Mumtaz Awan ◽  
Xiaolin Li ◽  
Wang Haizhong
Keyword(s):  
Strategic Management ◽  
Brand Equity ◽  
Cultural Context ◽  
Service Sector ◽  
Brand Management ◽  
Service Industry ◽  
Management Journal ◽  
Factors Affecting ◽  
Construct Definition ◽  
Replication Studies

Employee-based brand equity (EBBE) has been receiving increasing attention in recent years. However, most studies focus on the construct definition and scale development, as well as the effects that EBBE may have on corporate performance. Few studies try to identify the source of EBBE, or in other words, the antecedents of EBBE. The major study of the antecedents of EBBE is King and Grace’s model (2010), which is restricted to the service industry. As this research is cultural context-dependent, it is necessary to test the framework of King and Grace’s model (2010) in other regions or industries. Replication studies are important for the generalizability of strategic management theories as reputed journals such as the Academy of Management Journal (AMJ) and the Strategic Management Journal (SMJ) have proposed. Therefore, this study was designed to test King and Grace’s model (2010) in an eastern cultural context (China) and covers several non-service sector industries. The results confirmed King and Grace’s model to a high extent, which has significant implications for firms in developing countries.   Keywords: Employee-based brand equity, Brand management, China, Employee behavior, Competitive advantage.

scholarly journals The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

2020 ◽  
Author(s):  
Sujin Bae ◽  
Timothy Hyungsoo Jung ◽  
Natasha Moorhouse ◽  
Minjeong Suh ◽  
Ohbyung Kwon
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Method ◽  
Mixed Reality ◽  
Brand Awareness ◽  
Factors Affecting ◽  
Brand Association ◽  
Experience Survey ◽  
Visitor Attractions ◽  
Equity Perspective

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea using a stratified sampling method. PLS-SEM was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experience, but also positively affect brand awareness, brand association, and brand loyalty.

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