کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1007070 | 1482251 | 2014 | 17 صفحه PDF | دانلود رایگان |
• Empirically investigates how unique top-of-mind (TOM) brand associations are.
• Examines how destination brand information is stored in the tourists’ memories.
• Quantitatively compares the differences between TOM and other spontaneous recalls.
• Provides insights to survey designers.
• Ultimately contributes to more effective data management by DMOs.
Researchers generally assume that top-of-mind (TOM) brand associations represent a unique body of brand knowledge. However, this assumption has not been sufficiently tested and substantiated. This study investigates how unique TOM brand associations actually are and examines the differences between TOM and other spontaneous recalls by adopting quantitative measures from other disciplines, primarily biology. The empirical data are obtained via a large survey of past and potential Chinese outbound tourists regarding how they view the U.S. as a destination. The results indicate that TOM brand association information may effectively capture a large portion of overall brand knowledge. The theoretical and practical implications of these findings are discussed.
Journal: Annals of Tourism Research - Volume 45, March 2014, Pages 46–62