Smooth Sailing?: Passengers' Assessment of Cruise Brand Equity

Abstract

This study proposes and tests the influence of the cruise ship brand equity model on behavioral intentions by utilizing the constructs of brand loyalty, image, awareness, message, and perceived quality. The study found overall that brand loyalty and perceived quality were most influential on the behavioral intentions of cruise passengers. Specifically, repeat purchase intentions, the likelihood of recommending the brand to others, and brand preference were found to be significant in the model. The finding is consistent with extant literature which credits brand loyalty with being the most influential variable on cruise passenger's behavioral intentions. Brand image was the most highly correlated construct with behavioral intentions and was found to lack discriminant validity although theory distinguishes the two as separate constructs. The results from this study may be useful to cruise line corporations, particularly in formulating successful marketing campaigns and in encouraging relationship building with customers.

Political Brand Equity Model: The Integration of Political Brands in Voter Choice

“…The model data confirms the significant and positive relation between socialization process and party association that is in accordance with the study finds of Dostie-Goulet, (2009) indicates that the socialization process is strongly supporting the PML-N image in the community. Further, there is a significant and positive relation between party image and attitude toward party as confirmed by Burmann et al, (2008); Douglas et al, (2010). The degree of value between party association and attitude toward party (0.194) demonstrates that the party association has positive effect on the attitude of the voters toward the PML-N.…”

“…According to the Iversen and Hem (2008) brand image is a personal symbolism that customer attach with a particular brand. Therefore, the brand image is a powerful determinant of consumer's behavior (Burmann et al, 2008;Douglas, Mills and Phelan, 2010).…”

Using a Choice Experiment (CE) to Value the Attributes of Cruise Tourism

“…In recent years, the cruise industry has become one of the fastest growing and most dynamic sectors in the tourism industry (Douglas, Mills, & Phelan, 2010;Marti, 2004). During the last decade, the industry has experienced a high annual growth rate in terms of the number of passengers.…”

Diversity in Statistical Research Techniques: An Analysis of Refereed Research Articles in theJournal of Travel & Tourism MarketingBetween 1992 and 2010

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