publication . Article . 2015

BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

Muhammad Kashif; Syamsulang Sarifuddin; Siti Zakiah Melatu Samsi;
Open Access English
  • Published: 01 Aug 2015
  • Publisher: Fundação Getulio Vargas, Escola de Administração de Empresas de S.Paulo
Abstract
ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust stati...
Subjects
free text keywords: Customer-based brand equity, destination-branding, Lahore Fort, brand equity, Pakistan, destino turístico, Forte Lahore, Paquistão, destino turistico, Fuerte Lahore, Pakistán, Advertising, Confirmatory factor analysis, Brand association, Psychology, Brand image, Brand awareness, Developing country, Brand loyalty, lcsh:Business, lcsh:HF5001-6182
Related Organizations
Any information missing or wrong?Report an Issue