Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations

Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations
Author :
Publisher : Springer Nature
Total Pages : 376
Release :
ISBN-10 : 9783658330576
ISBN-13 : 3658330570
Rating : 4/5 (76 Downloads)

Book Synopsis Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations by : Julian Michael Hodson

Download or read book Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations written by Julian Michael Hodson and published by Springer Nature. This book was released on 2021-04-23 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt: The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research design is established and data is collected from a sample of German leisure visitors to the Balearic Island of Mallorca, Spain. Structural equation modeling (SEM) provides empirical evidence of construct validity and reveals strong support for the validity of the proposed structural theory of leisure visitors’ destination brand associations. Results also demonstrate that the structural model possesses excellent levels of predictive power and validity. Importantly, the model performs very well in the overall prediction of consumers’ destination brand attitudes and loyalty.


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Zusammenfassung: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2023), held at Faculty o