Consumer Brand Engagement and Brand Communications on Destination Brand Equity Maritine Tourism in Indonesia

Mansur, Suraya; Saragih, Nurhayani; M.P, Siti Azizah Susilawati, S.Si,; Udud, Yusiatie; Endri, Endri

doi:10.14505//jemt.v12.4(52).16

Cited by 20 publications

(13 citation statements)

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“…The concept has been established as a critical component of brand equity, since it is the first stage in establishing and growing brand equity (Mansur et al, 2021). Further, Aaker (1996) elucidated it as the brand presence in consumers' mind, that is, the consumers' ability to recognise and remember a brand.…”

Section: Hypotheses Development Heritage Brand Awareness and Revisit ...mentioning

confidence: 99%

The effect of brand heritage in tourists' intention to revisit

Mohammed

Mahmoud

Hinson

2021

JHTI

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PurposeUtilising brand equity dimensions, this study aims to enhance the literature by conceptualising and testing heritage brand equity dimensions (i.e. awareness, image, quality and value) and the intentions of international tourists to revisit moderated by safety and security within the tourism sector.Design/methodology/approachThe study was cross-sectional in nature and used the quantitative research approach with questionnaires for the collection of data. In total, 392 international tourists were purposively sampled from the departure hall of Kotoka International Airport. The data gathered were analysed using Structural Equation Modeling (SEM).FindingsThe findings revealed that heritage brand image, perceived quality and value had positive significant effects on the intentions of tourists to revisit. Nevertheless, heritage brand awareness had a negative insignificant impact on intentions to revisit. Safety and security significantly moderate the relationship between heritage brand equity and the intentions of international tourists to revisit.Research limitations/implicationsThe Ghana tourism industry should increase the activities that will create more awareness, to generate the interest of potential tourists within the international community. Such initiatives can increase the likelihood of the destination being visited. In addition, policymakers must guarantee that associated government entities, as well as other stakeholders, work together within the tourism industry to promote safety and security.Originality/valueThis study adds to the ongoing discussions in the hospitality and tourism industry by providing a comprehensive overview of brand equity in heritage tourism, operationalised as heritage brand equity dimensions.

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Section: Hypotheses Development Heritage Brand Awareness and Revisit ...mentioning

confidence: 99%

The effect of brand heritage in tourists' intention to revisit

Mohammed

Mahmoud

Hinson

2021

JHTI

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“…This is directly related to policy indicators and governance responsibilities, namely the legal framework must be generally accepted and prioritize balance, as well as the establishment of good communication patterns between fellow members of the organization and stakeholders. Good communication patterns can also improve the reputation of the organization to stakeholders (Mansur et al, 2021a, Mansur et al, 2021b.…”

Section: Discussionmentioning

confidence: 99%

The Influence of Leadership and Organizational Culture Mediated by Organizational Climate on Governance at Senior High School in Batam City

Nabella¹,

Rivaldo²,

Kurniawan

et al. 2022

JESR

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The success of a Senior High School is directly determined by the quality of education and and the management system developed can guarantee the development of academic freedom and scientific autonomy. The purpose of this research is expressly useful to find out the extent to which the leadership and culture of the organization through the organizational climate affects the governance of Senior High School in Batam City. Includes causal research and the used in this study is a survey method. The population within the range of research is a teacher at Batam City Senior High School which numbers as many as 320 people. The number of samples was obtained as many as 178 people with a random sampling approach. This study uses path analysis whose data is processed using the SPSS program version 25. The study's findings suggest that there is a direct influence of leadership and organizational culture on organizational climate and governance. It is indirectly through the organizational climate that the leadership and culture organization has no effect on governance and this research can help and guide the current management of resources. Received: 19 June 2022 / Accepted: 15 August 2022 / Published: 2 September 2022

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“…For example, Schivinski et al (2022) found that social media brand-related communications were positively related to the consumer-based brand equity of fashion brands and that both relationships were moderated by self-congruity. Mansur et al (2021) discovered that marketing communication activities on Instagram added significantly to destination brand equity owing to the strong effects of its entertainment and interaction dimensions on tourist loyalty. Similarly, the study of Kurnianto and Dhewi (2022) recently showed that social media marketing influenced destination brand equity through electronic word-of-mouth.…”

Section: Conceptual Framework and Research Modelmentioning

confidence: 99%

The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia

Šerić

Mikulić

2022

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Purpose This paper aims to examine how message consistency pursued through integrated marketing communications (IMC) can build a strong destination brand equity in a very dynamic environment and whether this process is affected by the perceived risk of COVID-19. Design/methodology/approach Data collection was conducted among 333 international tourists visiting Croatia, a destination that has experienced a remarkable boom in the summer/autumn season of 2021, regardless of the pandemic. Partial least squares–structural equation modelling (PLS-SEM) was used for data analysis. Findings Results show that IMC consistency has a significant impact on the four destination brand equity dimensions, i.e. awareness, image, perceived quality and loyalty. This influence is found to be the highest on destination brand awareness and the lowest on destination brand loyalty. Perceived risk of COVID-19 moderates the impact of message consistency on brand image and perceived quality. Originality/value To the best of the authors’ knowledge, this is the first study that examines the role of IMC consistency in a tourism context during turbulent times. The impact of IMC consistency is analyzed on different components of destination brand equity, which addresses the most recent research call from tourism literature. The moderating effects of perceived risk are considered, thus providing additional implications in a context of high uncertainty. Finally, IMC consistency is assessed from the consumer rather than managerial viewpoints, thus adopting the necessary outside-in approach embedded in the IMC idea.

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Consumer Brand Engagement and Brand Communications on Destination Brand Equity Maritine Tourism in Indonesia

Cited by 20 publications

References 0 publications

The effect of brand heritage in tourists' intention to revisit

The effect of brand heritage in tourists' intention to revisit

The Influence of Leadership and Organizational Culture Mediated by Organizational Climate on Governance at Senior High School in Batam City

The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia

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