publication . Other literature type . Article . 2009

A model of customer-based brand equity and its application to multiple destinations

Soyoung Boo; James Busser; Seyhmus Baloglu;
  • Published: 01 Apr 2009
  • Publisher: Elsevier BV
Abstract
Abstract Lack of research regarding destination brand measurement indicates that conceptualizing how tourists evaluate a destination brand is complex. This study examined empirical information to develop a destination brand model by employing customer-based brand equity models through a scale purification process, ensuring its reliability and validity. The proposed model and the alternative model were tested with an online survey sample of Las Vegas and Atlantic City visitors. The results provide support for the concept of customer-based brand equity and corroborate its application to the destination context. However, multi-sample invariance tests implied that d...
Subjects
free text keywords: Tourism, Leisure and Hospitality Management, Strategy and Management, Development, Transportation, Brand equity, Corporate branding, Las vegas, Advertising, Tourism, Brand management, business.industry, business, Economics, Destinations, Brand extension, Marketing, Brand awareness
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publication . Other literature type . Article . 2009

A model of customer-based brand equity and its application to multiple destinations

Soyoung Boo; James Busser; Seyhmus Baloglu;