Conceptualizing, Validating, and Managing Brand Equity for Tourist Satisfaction

Abstract

The purpose of this study was to examine the roles of four distinct aspects of brand equity-perceived quality, brand awareness, brand loyalty, and brand image-in tourism satisfaction with regard to Taiwanese night markets. Regression analysis and structural equation models were used to test the hypotheses for a sample of 348 foreign tourists with experience in night market tourism. The results indicate that perceived quality is positively related to brand awareness, whereas brand awareness is positively related to brand loyalty and brand image. This finding confirms the positive relationship between brand loyalty/image and tourist satisfaction. The empirical evidence of the Sobel test following Baron and Kenny's procedure supports the multiple mediation effects of brand awareness on perceived quality and brand loyalty/image and indicates that brand loyalty/image mediates the effects of brand awareness and satisfaction.

Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam

“…Destination brand awareness has a direct impact on destination brand image, destination perceived quality and customer satisfaction. Liu and Fang (2018) and Ghafari et al (2017) have confirmed the impact destination brand awareness contributes to the awareness of destination brand image in the minds of tourists in addition to improving the perception of brand image. Tourism managers aim to improve brand image through the creation of tourist awareness of the destination brand.…”

“…Tourists' awareness of a destination plays an important role in tourist satisfaction (Rehman and Qayyum, 2015). Empirical results have demonstrated that destination brand awareness positively influences destination brand image (Ghafari et al, 2017;Liu and Fang, 2018), destination perceived quality (Pike et al, 2010) and destination brand loyalty (Pike and Bianchi, 2013;Srihadi et al, 2015). A favorable link between destination brand awareness and tourist satisfaction has been confirmed by Rehman and Qayyum (2015).…”

The chain effects of service innovation components on the building blocks of tourism destination loyalty: the moderating role of religiosity

“…Striving for the payoff of satisfaction and retention, marketing, typically the marketing mix in totality, surfaced as an important strategizing tool besides actual service quality (Azhar et al, 2018a(Azhar et al, , 2018b. Communicational effectiveness endorsed by an organization has, therefore, carried far-reaching influence in creating market awareness, pending the development of brand image and loyalty (Liu and Fang, 2016). Based off the expectancy disconfirmation theory, where expectations founded judgments of future experiences (Oliver, 1996); perceptions formed among respondents prior actual visitations have apparently carried the greatest weight in predicting their satisfactions, which overshadow the pulling effects of internal innovations across tourism practitioners.…”

Dijital Seyahat Aracıları Marka Değerinin Müşteri E-Tatmini ile İlişkisi

“…2020). Diğer yandan dijital aracıları özelinde hem marka sadakati hem de marka çağrışımları boyutunun e-tatmini pozitif yönde etkilemesi ise bu çalışmayı önceki bazı çalışmalardan (Liu ve Fang 2018;Azhar vd. 2019) ayırmaktadır.…”