کد مقاله کد نشریه سال انتشار مقاله انگلیسی ترجمه فارسی نسخه تمام متن
5108465 1482618 2018 17 صفحه PDF صفحه WORD دانلود کنید
عنوان انگلیسی مقاله ISI
Testing the cross-brand and cross-market validity of a consumer-based brand equity (CBBE) model for destination brands
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
پیش نمایش صفحه اول مقاله
Testing the cross-brand and cross-market validity of a consumer-based brand equity (CBBE) model for destination brands
چکیده انگلیسی
Different studies on consumer/customer-based brand equity (CBBE), have revealed varying pictures of components and divergent relationships. The current study analyzed a large dataset with path analysis to test: 1) the validity of a general CBBE model (familiarity, image, quality, brand value, consumer value, and loyalty); 2) the validity of a customer model (+satisfaction) using data for a single destination brand; 3) the cross-brand validity of the general model for five U.S. destination brands; and 4) the cross-market validity of both models for different segments based on nationality, gender, and past visitation. The results revealed that familiarity and image were the two most prominent components explaining loyalty in both models, although both consumer value and brand value also had some mediating effects on loyalty. The model was variant for different destinations, variant for different nationalities, partially variant for different genders, and invariant for visitors and non-visitors of one destination brand.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Tourism Management - Volume 65, April 2018, Pages 143-159
نویسندگان
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