Brand Equity of Lahore Fort as a Tourism Destination Brand

Abstract

Brand equity do Forte Lahore como uma marca de destino turístico Brand equity del Fuerte Lahore como una marca de destino turístico 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 statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort's brand performance.KEYWORDS | Customer-based brand equity, destination-branding, Lahore Fort, brand equity, Pakistan. RESUMO RAE-Revista de Administração de Empresas | FGV-EAESP

The Causal Relationships between Components of Customer-Based Brand Equity for a Destination: Evidence from South Korean Tourists in Danang City, Vietnam

“…(Myagmarsuren and Chen, 2011;Aliman et al, 2014) Similarly, destination brand image also significantly affects destination brand loyalty (0.308), in line with previous studies (e.g. (Boo et al, 2009;Pike et al, 2010;Bianchi and Pike, 2011;Pike and Bianchi, 2013;Aliman et al, 2014;Kashif et al, 2015;Tran et al, 2015)). These results imply that along with building brand awareness, a tourist destination has to build its impressive and unique image, and can reflect the personality of target tourist.…”

“…A positive relationship between destination brand image and destination brand loyalty has been found from several studies (e.g. (Boo et al, 2009;Pike et al, 2010;Bianchi and Pike, 2011;Pike and Bianchi, 2013;Aliman et al, 2014;Kashif et al, 2015)). The above arguments lead to the following hypotheses:…”

“…(Pike et al, 2010;Bianchi and Pike, 2011;Pike and Bianchi, 2013) plays an important role in choosing a destination (Kashif et al, 2015) and in order for a tourist destination to be successful, it has to initially grasp the awareness of tourists (Milman and Pizam, 1995). Before visiting any destination, tourists form an "awareness set" which generally developed into a "consideration set" that will assist in selecting a destination brand (Kashif et al, 2015).…”

Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations

“…The same can be applied in context of destinations too (Chon, 1992). Tourists visit only those destinations which falls in their 'awareness set' of destinations and whom they recognize (Pike, Gentle, Kelly & Beatson, 2016;Yuwo, Ford & Purwanegara, 2013;Kashif, Samsi & Sarifuddin, 2014;Kotler, Haider & Rein, 1993). Destination planners need to understand the importance that brand awareness has for their destinations branding that could impact brand recall, brand knowledge and brand recognition.…”

“…While using 'destination salience', destination marketers and planners should have a clear understanding of the wide offerings (natural and manmade) a destination has to offer (Chigora & Zvavahera, 2015).. Thus, defining destination 'hierarchy of intent' as well as the fact that tourists visiting a particular destination are also well aware of destination product category, its logo, symbol, brand name resulting a relationship between the destination and the tourists where destination forms a dominant name in the tourists consideration set even if they have not previously visited the destination (Chigora & Zvavahera, 2015;Kashif, Samsi & Sarifuddin, 2014).…”