Components of art exhibition brand equity for internal and external visitors

Camarero, Carmen; Garrido, María-José; Vicente, Eva

doi:10.1016/j.tourman.2009.05.011

Cited by 92 publications

(72 citation statements)

References 44 publications

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“…Keller [49] (p. 8) defines brand equity as "the differential effect of brand knowledge on consumer response to the marketing of a brand". Influencing factors of brand equity means employing marketing communication activities that increase the asset value of corporate brands, which in turn helps them to accomplish their goals, including superiority over market competition, continuous growth of profit, loyalty of long-term customers, and so on [34,37,51,[68][69][70].…”

Section: Factors Affecting Brand Equity In a Tourism Destinationmentioning

confidence: 99%

“…After considering the results of earlier research that found a causal relationship between tourism destination brand equity influencing factors and brand perceived quality [43,78,96], a significant cause and effect relationship between tourism destination brand equity influencing factors and brand awareness [51,97], and a relationship between tourism destination brand equity influencing factors and brand image [38,68,69,77], it is concluded that there is an influencing relationship between each variable. Second, as a result of considering related previous studies which present the existence of a relationship between tourism destination brand awareness and brand perceived quality [46,70], causation between brand awareness and brand image [47,74], and the existence of causation between brand perceived quality and brand awareness [76,93], it is inferred that there is an important relationship between these variables also.…”

Section: Research Models and Hypothesesmentioning

confidence: 99%

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Brand Equity of a Tourist Destination

Kim

Lee

2018

Sustainability

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In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to South Korea, the Chinese. Data for the current study were obtained from a survey of tourists visiting Seoul from the Greater China region, including Mainland China, Hong Kong, Macao, Taiwan, and the Chinese living in Southeast Asia. The survey was conducted in popular sightseeing spots, four and five-star hotels in the Seoul Metropolitan Area, and the Incheon International Airport. The respondents were selected randomly, with effort expended to avoid any potential bias in the composition of the sample. Out of a total of 385 distributed questionnaires, 350 (China 191, Hong Kong 71, Taiwan 68, others 20) were selected as valid and finally used in the analysis. The results of this study suggest that price and word of mouth have beneficial effects on perceived quality, publicity, and brand awareness, and advertisement has beneficial effects on brand image. We also found that brand awareness and perceived quality have impacts on brand image, and brand image is related to brand loyalty. This is a pioneering study on the relationships between influencing factors, destination brand equity and its elements, and brand loyalty, with respect to Seoul, South Korea, as a tourism destination for tourists from China.

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Section: Factors Affecting Brand Equity In a Tourism Destinationmentioning

confidence: 99%

Section: Research Models and Hypothesesmentioning

confidence: 99%

Brand Equity of a Tourist Destination

Kim

Lee

2018

Sustainability

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“…Brand loyalty has been defined and measured in various ways by a number of researchers (Camarero, Garrido, and Vicente, 2010). It can be defined from behavioral perspective as the degree to which buying a unit, such as a household, concentrates its purchases over time on a particular brand within a product category (Schoell and Guiltinan, 1990;Garcı´a & Caro, 2009;Horng, Liu, Chiu & Tsai, 2012).…”

Section: Party Loyaltymentioning

confidence: 99%

Political Brand Equity Model: The Integration of Political Brands in Voter Choice

Ahmed

Lodhi

Ahmad

2015

Journal of Political Marketing

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The voters' choices about political parties have many similarities in how they make their choices about commercial brands. Therefore, political parties are now constantly applying the concept and strategies of brand management to make the political product attractive, appealable, trustable, differentiable, source of long-term relationship and decision-making driver. Furthermore, the political parties have to play an active role in the community's political socialization processes which are relying heavily on the branding strategies. Because, the community's social gregariousness have profound effect on the electorates' propensity to participate in the politics that constitutes the party equity. This study has deeply explored and broadened the concept of party equity analogous to commercial brand equity typology by developing a politics specific brand equity model. This model demonstrates the integration of political brands in voter choice. Empirically, this model has been validated by collecting 550 valid-responses from the constituency of District Gujrat, Pakistan. A careful analysis of these responses through SEM methodology has revealed that political parties vary according to the outcomes of their role in the political socialization process of the communities, loyalty and voters Downloaded by [New York University] at 22:46 29 May 2015 2 attitude. Those parties, that have favorable role in socialization process, have strong party knowledge and thus have high party equity as compare to competing political parties, which have weak position of party knowledge. Similarly, this study provides the roadmap and guidelines for the political parties to manage their party equity. Similarly, the model would be able to facilitate political parties in comparing different constituencies on the basis of their diversified social dynamics and political knowledge and in the development of constituency based manifesto, may also be termed as "Localized Manifesto" to further enhance their vote bank.

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“…Also, very scant literature is available regarding brand equity dimensions on hospitality industry (Horng, Liu, Chou, & Tsai, 2012;Camarero, Garrido, & Vicente, 2010;Woodside, Cruickshank, & Dehuang, 2007). To substantiate the limited empirical research, this study aimed to explore the interrelationship of four sub-dimensions of CBBE in the hotel industry of Pakistan.…”

Section: Introductionmentioning

confidence: 99%

Brand equity in the Pakistani hotel industry

Ishaq¹,

Hussain²,

Asim³

et al. 2014

Rev. adm. empres.

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Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regression analyses were applied for investigation of study hypotheses. Results pointed out positive and significant influences of service quality on all other dimensions of brand equity whereas partial mediations were endorsed among the variables. Researchers and practitioners implications are discussed.KEYWORDS | Service quality, brand loyalty, brand equity, hospitality industry, Pakistan. RESUMO O valor da marca é considerado o aspecto mais importante da marca, que é um conjunto de responsabilidades e ativos das marcas, seu símbolo ou nome que subtraem de ou adicionam o valor fornecido por um produto ou serviço para uma empresa e clientes. Dessa forma, o esforço da pesquisa atual foi identificar a inter-relação das dimensões de valor da marca baseadas no cliente (reconhecimento da marca, fidelidade à marca, imagem da marca e qualidade do serviço) na indústria hoteleira paquistanesa. Os dados foram coletados de 821 consumidores que experimentaram os serviços dos hotéis cinco estrelas paquistaneses de vários locais. Mediar a regressão e as análises de regressão em etapas foram aplicada para investigação das hipóteses do estudo. Os resultados apontaram as influências significativas e positivas da qualidade do serviço em todas as outras dimensões do valor da marca, enquanto as mediações parciais foram aprovadas entre as variáveis. As implicações dos pesquisadores e profissionais são discutidas. PALAVRAS-CHAVE | PALABRAS CLAVE |

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Components of art exhibition brand equity for internal and external visitors

Cited by 92 publications

References 44 publications

Brand Equity of a Tourist Destination

Brand Equity of a Tourist Destination

Political Brand Equity Model: The Integration of Political Brands in Voter Choice

Brand equity in the Pakistani hotel industry

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