Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective |
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| Authors: | Holly Hyunjung Im Samuel Seongseop Kim Statia Elliot Heejoo Han |
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| Affiliation: | 1. College of Culture and Tourism , Jeonju University , Jeonju , Jeonbuk , Korea E-mail: hollyim@jj.ac.kr;2. School of Hotel &3. Tourism Management , The Hong Kong Polytechnic University , Hong Kong SAR , China E-mail: hollyim@jj.ac.kr hollyim@jj.ac.kr;5. College of Hospitality and Tourism , Sejong University , Seoul , Korea E-mail: sskim@sejong.ac.kr;6. School of Hospitality and Tourism Management , University of Guelph , Guelph , ON , Canada E-mail: statia@uoguelph.ca;7. Department of Tourism Management , Kyonggi University , Seoul , Korea E-mail: hheejoo@gmail.com |
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| Abstract: | This study develops a conceptual framework for destination brand equity that goes beyond image by adapting and expanding a multidimensional consumer-based brand equity scale for application within a tourism context. The empirical results, based on a consumer survey in Malaysia (n?=?326) measuring the brand dimensions of Korea, identify the relational linkages between four principle brand equity dimensions (brand awareness, brand image, brand associations, and brand loyalty), and overall customer-based brand equity. The importance of brand image, associations, and awareness is confirmed, and the mediating role of brand loyalty in building destination brand equity is highlighted. |
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| Keywords: | Consumer-based brand equity destination brand equity dimensions structural equation modeling |
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