Measuring customer-based place brand equity (CBPBE): an investment attractiveness perspective |
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Authors: | Sunny Bose Abhay Kumar Tiwari |
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Institution: | Marketing, IBS, Dehradun, India |
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Abstract: | Place branding has increasingly gained attention in last the two decades. However, there is a lack of measuring instrument for place branding effectiveness and subsequent place brand equity. This study develops a measurement instrument for customer-based place brand equity (CBPBE) for a place from the investment attractiveness perspective. Exploratory factor analysis followed by confirmatory factor analysis were used which resulted in an 11-item CBPBE scale. The dimensions of the scale consist of brand awareness, brand image, perceived quality, and brand loyalty. The study makes both theoretical and managerial contributions by offering a refined scale for the measurement of CBPBE which provides a tool for effective place branding activities and strategies. |
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Keywords: | place branding place brand equity customer-based brand equity (CBBE) customer-based place brand equity (CBPBE) scale development |
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