Customer-based brand equity index of Kurukshetra

Abstract

Purpose This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra. Design/methodology/approach For the purpose of this study, the author uses primary and secondary data on destination attractiveness of Tourism Brand Kurukshetra for a sample of 150 tourists including domestic and international. The study used structural equation modeling and factor weighting methods. Findings The research presents an investigation into the destination attractiveness index of Tourism Brand Kurukshetra in an emerging market, i.e. Kurukshetra. Tourism Brand Kurukshetra from the brand equity perspective is an attractive destination. Practical implications It suggests that the CBBE index of Kurukshetra ought to analyze a longitudinal study to get the proper image of Kurukshetra from a touristic perspective. It provides long-term attractiveness to enhance tourism. Originality/value This is the first brand equity study contributed to branding literature of Tourism Brand Kurukshetra. The index is an accomplished way to present the tourism condition of any destination.

Factors Determining City Brand Equity—A Systematic Literature Review

“…This SLR includes 36 studies published in 2009-2020 in the following schedule: in 2020-1 study [75], in 2019-five studies [76][77][78][79][80], in 2018-seven studies [81][82][83][84][85][86][87], in 2017-five studies [88][89][90][91][92], in 2016-three studies [93][94][95], in 2015-two studies [96,97], in 2014-seven studies [98][99][100][101][102][103][104], in 2014-four studies [104][105][106][107], in 2012-one study [108], and in 2009-one study [109].…”

“…The questionnaire survey was the most frequently used research method. The research sample had between 150 [79] and 2318 respondents [85]. In the remaining studies, case study [91,98,103,105,107], laboratory experiment [101] and analysis of social media posts [100] were applied.…”

“…CBE was analyzed for single cities in 27 studies [75][76][77][78][79][80]82,83,86,87,[89][90][91][92][93][94][95][96][98][99][100][101][102][104][105][106][107], two or three cities-in three studies [108][109][110], and for more cities-in five studies [81,84,85,88,97]. Cities located in Europe [81,83,86,95,[97][98][99][100][101]104,105,107,109], Asia [76][77]…”

“…In this study, the SLR was conducted for 36 studies related to CBE or DBE, focusing exclusively on cities. In the studies included in the SLR, single cities were analyzed in 27 studies [75][76][77][78][79][80]82,83,86,87,[89][90][91][92][93][94][95][96][98][99][100][101][102][104][105][106][107], and two or three cities were compared in three studies [108][109][110]. In the remaining studies, CBE was analyzed for a larger number of cities [81,84,85,88,97].…”

Caracterización Físico-Química De Un Material Arcilloso Proveniente De La Región Nororiental De Colombia, Para La Fabricación De Bloques H-10

“…No obstante, esto no garantiza que los productos demandados provengan de sistemas de producción artesanal, pues la dinámica comercial puede desplazar a los sistemas locales de producción por otros industriales que ofrezcan productos inspirados en la cultura local pero producida de formas ajena a la misma [52], [53], [54]. Este proceso se conoce estandariza el turismo, homogeniza la cultural local y limita el potencial de desarrollo asociado al turismo [55], [56]. Las tendencias aquí expuestas no son un manifiesto de las únicas posibles, pues el futuro nunca está totalmente determinado.…”