Effects of Parent Brand Equity on Perceived Fit and Customer Behavior of Extended Brand—Focused on MICE Destination

Lee, Jiwon; Yoon, Eunjoo

doi:10.3390/ijerph19084540

Cited by 5 publications

(3 citation statements)

References 80 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Pinho and Marques (2021) complement this idea and state that entertainment activities considerably influence people's decision when choosing the events in which they wish to participate. In the same vein, Lee and Yoon (2022) refer that entertainment is one the factors that most contribute to improving the visitors' opinion about the brand image. In addition, events constitute a strategic lever for the development of the country and for attracting a greater number of tourists, because the image of the city that are released together with the event, encourage people to get to know the city/country (Pedeliento and Kavaratzis, 2019).…”

Section: Resultsmentioning

confidence: 99%

The influence of Web Summit attendees' age and length of stay on leisure activity preferences and city image

Madeira

Rodrigues

Palrão³

et al. 2023

IJEFM

View full text Add to dashboard Cite

PurposeWeb Summit is an annual technological event which takes place annually in November and has great worldwide impact. The event fits into the MICE (meetings, incentives, conventions and exhibitions) typology and has mega-event proportions, not only due to the number of participants but also in relation to its media coverage. The aim of this study is to analyse the participation of Web Summit participants in leisure activities outside the event, namely regarding entertainment and culture and heritage. It was also intended to know their perception of the city's brand image, according to the participants' age and the number of days they stay in the city.Design/methodology/approachThis investigation is anchored in a quantitative methodology. Data were collected during the four days of the event from a convenience sample of 410 participants. For this purpose, a 15-item questionnaire was used, specifically designed to meet the study's objectives, assessing three dimensions: entertainment, culture and heritage and brand image.FindingsEntertainment and culture and heritage positively influence tourists' perception of brand image. It was also possible to ascertain that the age of the tourists and their interest in culture and heritage are correlated. Finally, it was found that tourists' perception of entertainment varies depending on the number of days they stay in Lisbon.Research limitations/implicationsThe main limitation of the study is related to the fact that a convenience sample was used in a single destination, which does not allow generalization to other contexts. Therefore, it would be interesting to apply the study in other geographical and cultural contexts, particularly in Rio de Janeiro, where the event will also take place next year (2023).This research contributes to extending the reflection on the role that events play in the brand image of a tourist destination. This study also highlights the importance of understanding consumer behaviour in MICE typology events.Practical implicationsThe MICE sector plays an important role in the tourism industry as it constitutes a driving force of the global economy. Thus, it is considered that this research draws attention to the importance of the regions invested in this sector (e.g. expansion of facilities, ease of access to the site). Thus, in practical terms, the findings allow the authorities and the different stakeholders to better understand the impact of the event on the city's image and, at the same time, adapt the services according to the attendees' preferences.Social implicationsConsidering the results, the study may have an impact on the organization of tours and events related to local culture and heritage, particularly in old quarters, where there is a greater lack of resources and the standard of living of the inhabitants is more precarious.Originality/valueThis research contributes to extending the reflection on the role that mega-events play in the brand image of a tourist destination. This study also highlights the importance of understanding the behaviour of consumers of different ages in events of the MICE typology, in leisure activities outside the event.

show abstract

Section: Resultsmentioning

confidence: 99%

The influence of Web Summit attendees' age and length of stay on leisure activity preferences and city image

Madeira

Rodrigues

Palrão³

et al. 2023

IJEFM

View full text Add to dashboard Cite

show abstract

“…Brand extension refers to the use of a parent brand's name to facilitate the market penetration of a new product, which can promote the development of the parent brand (Osorio et al, 2021;Gerrath and Biraglia, 2021;Milberg et al, 2023). Brand extension can reduce the risk of new products entering the market because the parent brands of extension products have already left an impression on the consumer's mind, making them more acceptable brand equity dimension is an important metric for evaluating the impact of brand extension (Lee and Yoon, 2022).…”

Section: Introductionmentioning

confidence: 99%

“…Brand extension can reduce the risk of new products entering the market because the parent brands of extension products have already left an impression on the consumer's mind, making them more acceptable (Prados-Pena and Barrio-García, 2020). Most prior studies agree that the success of brand extension depends on the fit between the parent brand and the new brand, and that the brand equity dimension is an important metric for evaluating the impact of brand extension (Lee and Yoon, 2022).…”

Section: Introductionmentioning

confidence: 99%

Extension of heritage brands and consumer purchase intention with the moderating role of pop culture involvement: an empirical analysis of time-honoured brands in China

He,

Xiang,

Wang

2023

APJML

View full text Add to dashboard Cite

PurposeThis study explores the influence of heritage brand extension on consumer purchase intention and analyses the effects of pop culture involvement. The extension of heritage brands is becoming increasingly difficult because such an extension needs to be consistent with the unique characteristics of brands and resonate with consumers. However, few scholars discuss the influence of consumers' level of pop culture involvement on brand extension and purchasing behaviour.Design/methodology/approachTaking time-honoured brands as an example, this study established a conceptual model based on a comprehensive review of the literature, and then tested the model using a sample of 255 respondents who were familiar with one of the selected Chinese time-honoured brands. Structural equation modelling was used to analyse the relationships amongst brand extension fit, pop culture involvement, perceived value and purchase intention.FindingsTime-honoured brand extension fit has a positive impact on consumer purchase intention, and this path is significantly influenced by the mediation mechanisms of perceived value. Situational pop culture involvement can significantly strengthen the relationship between time-honoured brand extension fit and perceived value, whereas enduring pop culture involvement does not.Originality/valueThe results clarify and expand on the different roles of cultural involvement in time-honoured brands and broaden research on the influence of cultural involvement in this regard. This study has significant theoretical value for the inheritance and revival of heritage brands and provides a reference for the practice of time-honoured brands.

show abstract

Exploring the influence of past memories on homeland visiting: enhancing destination brand equity and extension through Myanmar immigrants’ place attachment

Dai,

Yeh,

Zin

et al. 2023

Current Issues in Tourism

View full text Add to dashboard Cite

Effects of Parent Brand Equity on Perceived Fit and Customer Behavior of Extended Brand—Focused on MICE Destination

Cited by 5 publications

References 80 publications

The influence of Web Summit attendees' age and length of stay on leisure activity preferences and city image

The influence of Web Summit attendees' age and length of stay on leisure activity preferences and city image

Extension of heritage brands and consumer purchase intention with the moderating role of pop culture involvement: an empirical analysis of time-honoured brands in China

Exploring the influence of past memories on homeland visiting: enhancing destination brand equity and extension through Myanmar immigrants’ place attachment

Contact Info

Product

Resources

About