Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations

A Structural Model of Leisure Visitors' Destination Brand Associations de

Éditeur :

Springer Gabler


Collection :

Entrepreneurial Management und Standortentwicklung

Paru le : 2021-04-23

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Description


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.

Pages
357 pages
Collection
Entrepreneurial Management und Standortentwicklung
Parution
2021-04-23
Marque
Springer Gabler
EAN papier
9783658330569
EAN PDF
9783658330576

Informations sur l'ebook
Nombre pages copiables
3
Nombre pages imprimables
35
Taille du fichier
3676 Ko
Prix
105,49 €
EAN EPUB
9783658330576

Informations sur l'ebook
Nombre pages copiables
3
Nombre pages imprimables
35
Taille du fichier
3871 Ko
Prix
105,49 €