Connecting Brand Identity and Consumer Based Brand Equity for Tourism Destinations is popular PDF and ePub book, written by Julian Michael Hodson in 2021-04-23, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Connecting Brand Identity and Consumer Based Brand Equity for Tourism Destinations can be Read Online from any device for your convenience.
Connecting Brand Identity and Consumer Based Brand Equity for Tourism Destinations Book PDF Summary
The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research design is established and data is collected from a sample of German leisure visitors to the Balearic Island of Mallorca, Spain. Structural equation modeling (SEM) provides empirical evidence of construct validity and reveals strong support for the validity of the proposed structural theory of leisure visitors’ destination brand associations. Results also demonstrate that the structural model possesses excellent levels of predictive power and validity. Importantly, the model performs very well in the overall prediction of consumers’ destination brand attitudes and loyalty.
Detail Book of Connecting Brand Identity and Consumer Based Brand Equity for Tourism Destinations PDF
- Author : Julian Michael Hodson
- Release : 23 April 2021
- Publisher : Springer Nature
- ISBN : 9783658330576
- Genre : Business & Economics
- Total Page : 376 pages
- Language : English
- PDF File Size : 21,5 Mb
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