Consumer Value and Brand Value: Rivals or Allies in Consumer-Based Brand Equity?

Both consumer value and brand value are two components of consumer-based brand equity (CBBE); however, consumer value has attracted most empirical efforts, and its relation to its fellow-brand value-has been a void in literature thus far. The current study investigated the relations between consumer value and brand value as well as other related concepts, such as nonmonetary costs and perceived price for some tourism destination brands-namely, Orlando and its competitors. Also, the significance of brand value and consumer value is investigated in comparison with other components of CBBE. Results indicated a negative relationship between consumer value and brand value overall, minimal influence of consumer value on consumer loyalty, and no influence of brand value on consumer loyalty for destination brands, except for negligible anomalies.