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“…A number of studies supported the notion that core branding principles can be replicated to investigate destination brands (Konecnik & Gartner, 2007). Although some significant research has been performed to unearth the nuances of destination brands, this field within the discipline of marketing is still in its infancy (Pike, Bianchi, Kerr, & Patti, 2010). A better understanding of brands from the perspective of consumers living in a developing country will surely help destination brand marketers to devise competitive strategies in order to sustain market share (Pike, 2009).…”
Section: Introductionmentioning
confidence: 95%
“…Major stakeholders include: the government, international funding bodies, and the society. Despite this opposing view concerning replication, the investigation of destination brands has been well acknowledged in the literature (Pike et al, 2010). A critical review of literature on destination branding presents some critical success factors such as: brand identity and personality; selection of appropriate target market; brand positioning; and mutual relationships among the partners delivering the service (Im, 2003, p. 76).…”
Section: Destination Brandsmentioning
confidence: 99%
“…The brand management literature started to appear in the journals in the early 1940's (Guest, 1942). However, the concept of destination branding emerged as a discipline for marketing researchers in the late 1990's (Pike, Bianchi, Kerr, & Patti, 2010). Since then, branding researchers have started to highlight various issues pertaining to destination brands.…”
Section: Introductionmentioning
confidence: 99%
“…However, the theory underlying brand equity and its application to destination brands from a measurement perspective is scarce (Pike et al, 2010).…”
Section: Introductionmentioning
confidence: 99%
“…This perspective recognizes the critical role of employees in contributing to the brand equity of a service organization. However, the model lacks empirical generalization, and contemporary researchers recommend using CBBE to measure brand equity (Bianchi, Pike, & Lings, 2014).The Customer Based Brand Equity Model (CBBE) has been widely acknowledged (Pike et al, 2010;Im et al, 2012). It has been proposed by Aaker (1991Aaker ( , 1996 and Keller (1993Keller ( , 2003 to measure the familiarity and superiority of brand identity.…”
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
“…A number of studies supported the notion that core branding principles can be replicated to investigate destination brands (Konecnik & Gartner, 2007). Although some significant research has been performed to unearth the nuances of destination brands, this field within the discipline of marketing is still in its infancy (Pike, Bianchi, Kerr, & Patti, 2010). A better understanding of brands from the perspective of consumers living in a developing country will surely help destination brand marketers to devise competitive strategies in order to sustain market share (Pike, 2009).…”
Section: Introductionmentioning
confidence: 95%
“…Major stakeholders include: the government, international funding bodies, and the society. Despite this opposing view concerning replication, the investigation of destination brands has been well acknowledged in the literature (Pike et al, 2010). A critical review of literature on destination branding presents some critical success factors such as: brand identity and personality; selection of appropriate target market; brand positioning; and mutual relationships among the partners delivering the service (Im, 2003, p. 76).…”
Section: Destination Brandsmentioning
confidence: 99%
“…The brand management literature started to appear in the journals in the early 1940's (Guest, 1942). However, the concept of destination branding emerged as a discipline for marketing researchers in the late 1990's (Pike, Bianchi, Kerr, & Patti, 2010). Since then, branding researchers have started to highlight various issues pertaining to destination brands.…”
Section: Introductionmentioning
confidence: 99%
“…However, the theory underlying brand equity and its application to destination brands from a measurement perspective is scarce (Pike et al, 2010).…”
Section: Introductionmentioning
confidence: 99%
“…This perspective recognizes the critical role of employees in contributing to the brand equity of a service organization. However, the model lacks empirical generalization, and contemporary researchers recommend using CBBE to measure brand equity (Bianchi, Pike, & Lings, 2014).The Customer Based Brand Equity Model (CBBE) has been widely acknowledged (Pike et al, 2010;Im et al, 2012). It has been proposed by Aaker (1991Aaker ( , 1996 and Keller (1993Keller ( , 2003 to measure the familiarity and superiority of brand identity.…”
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
Considering host communities as brands in the eyes of local people, our study examines how resident attitudes towards tourism and tourists are influenced by two brand factors: (a) equity perceptions related to their communities (i.e., brand equity) and (b) identification with their communities (i.e., brand identification). Our empirical results indicate that resident attitudes towards tourism are positively influenced by equity perceptions and identification, whereas attitudes towards tourists are positively influenced by attitudes towards tourism and identification with the community. These findings represent a step forward in better understanding how both types of resident attitudes are influenced by nontourism‐related factors.
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