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

Lim Yumi | Zendy; Weaver Pamela A. | Zendy

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

Author(s) -

Lim Yumi,

Weaver Pamela A.

Publication year - 2012

Publication title -

international journal of tourism research

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 1.155

H-Index - 58

eISSN - 1522-1970

pISSN - 1099-2340

DOI - 10.1002/jtr.1920

Subject(s) - brand equity , advertising , destination image , tourism , business , preference , marketing , brand extension , brand preference , brand awareness , destination marketing , destinations , economics , geography , archaeology , microeconomics

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 © 2012 John Wiley & Sons, Ltd.

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