Customer-based Brand Equity for a Destination: the Effect of Destination Image on Preference for Products Associated with a Destination Brand

被引：52
|
作者：
Lim, Yumi [1 ]
Weaver, Pamela A. [1 ]
机构：
[1] Virginia Polytech & State Univ Virginia Tech, Dept Hospitality & Tourism Management, Blacksburg, VA USA
来源：
INTERNATIONAL JOURNAL OF TOURISM RESEARCH | 2014年 / 16卷 / 03期
关键词：
destination image; brand extension; customer-based brand equity; branding; destination; EXTENSIONS; IMPACT; MODEL;
D O I：
10.1002/jtr.1920
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study investigated how destination image of customer-based brand equity for a tourist destination can be transferred to products associated with a destination brand. The effect of destination image on preference for products associated with a destination brand (PPADB) and the relationship between tourists' destination preference and PPADB were investigated. Two hundred and ninety six individuals replied to a self-administered questionnaire distributed to 318 students at a major US university. The results revealed that both cognitive and affective image of a destination are positively related to PPADB; preference for a destination is also positively related to PPADB. Suggestions are provided for a successful destination brand extension strategy. Copyright (c) 2012 John Wiley & Sons, Ltd.
引用
收藏
页码：223 / 231
页数：9
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