Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions

ABSTRACT: This paper focuses on the customer-based brand equity for a tourist destination, and develops a model including the dimensions of this construct (i.e. awareness, image, perceived quality and loyalty). Accordingly, loyalty is considered the main dependent variable in the model developed her...

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Autores: Herrero Crespo, Angel|||0000-0001-8103-9174, San Martín Gutiérrez, Héctor|||0000-0003-0424-3088, García de los Salmones, María del Mar|||0000-0001-5217-4553, Collado Agudo, Jesús|||0000-0002-4152-4439
Tipo de recurso: artículo
Fecha de publicación:2017
País:España
Institución:Universidad de Cantabria (UC)
Repositorio:UCrea Repositorio Abierto de la Universidad de Cantabria
Idioma:inglés
OAI Identifier:oai:repositorio.unican.es:10902/12892
Acceso en línea:http://hdl.handle.net/10902/12892
Access Level:acceso abierto
Palabra clave:Destination branding
Country destination
Regional destination
Brand equity
Image
Perceived quality
Awareness
Loyalty
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spelling Examining the hierarchy of destination brands and the chain of effects between brand equity dimensionsHerrero Crespo, Angel|||0000-0001-8103-9174San Martín Gutiérrez, Héctor|||0000-0003-0424-3088García de los Salmones, María del Mar|||0000-0001-5217-4553Collado Agudo, Jesús|||0000-0002-4152-4439Destination brandingCountry destinationRegional destinationBrand equityImagePerceived qualityAwarenessLoyaltyABSTRACT: This paper focuses on the customer-based brand equity for a tourist destination, and develops a model including the dimensions of this construct (i.e. awareness, image, perceived quality and loyalty). Accordingly, loyalty is considered the main dependent variable in the model developed here. A major contribution of this paper is that it takes into account the hierarchy of destination brands and analyzes not only the chain of effects between the dimensions of brand equity for a regional destination but also the influence of the country destination image (i.e. the country is considered to be an umbrella brand) on the perceived image of one of its regional destinations. Another significant contribution is made by examining the moderating effect of country familiarity on the relationship with both types of image. The empirical evidence obtained from a sample of 253 international tourists visiting a regional destination in Spain supports the hypothesis that loyalty towards a destination is positively influenced by the perceived quality of the destination, which in turn is directly influenced by the image and awareness of that destination. Additionally, the results support the idea that perceptions of a regional destination are positively influenced by the perceptions of the country destination in which the region is located. However, a moderating effect of country familiarity on the relationship with either type of image was not supported in this research. This could be because in a country where there are a lot of destination brands, being more familiar with the country does not necessarily imply a more accurate knowledge of its regional destinations.ElsevierUniversidad de Cantabria20172017-12-01journal articlehttp://purl.org/coar/resource_type/c_6501NAhttp://purl.org/coar/version/c_be7fb7dd8ff6fe43info:eu-repo/semantics/articlehttp://hdl.handle.net/10902/12892Journal of Destination Marketing & Management Volume 6, Issue 4, December 2017, Pages 353-362reponame:UCrea Repositorio Abierto de la Universidad de Cantabriainstname:Universidad de Cantabria (UC)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:repositorio.unican.es:10902/128922026-06-02T12:39:31Z
dc.title.none.fl_str_mv Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions
title Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions
spellingShingle Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions
Herrero Crespo, Angel|||0000-0001-8103-9174
Destination branding
Country destination
Regional destination
Brand equity
Image
Perceived quality
Awareness
Loyalty
title_short Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions
title_full Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions
title_fullStr Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions
title_full_unstemmed Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions
title_sort Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions
dc.creator.none.fl_str_mv Herrero Crespo, Angel|||0000-0001-8103-9174
San Martín Gutiérrez, Héctor|||0000-0003-0424-3088
García de los Salmones, María del Mar|||0000-0001-5217-4553
Collado Agudo, Jesús|||0000-0002-4152-4439
author Herrero Crespo, Angel|||0000-0001-8103-9174
author_facet Herrero Crespo, Angel|||0000-0001-8103-9174
San Martín Gutiérrez, Héctor|||0000-0003-0424-3088
García de los Salmones, María del Mar|||0000-0001-5217-4553
Collado Agudo, Jesús|||0000-0002-4152-4439
author_role author
author2 San Martín Gutiérrez, Héctor|||0000-0003-0424-3088
García de los Salmones, María del Mar|||0000-0001-5217-4553
Collado Agudo, Jesús|||0000-0002-4152-4439
author2_role author
author
author
dc.contributor.none.fl_str_mv Universidad de Cantabria
dc.subject.none.fl_str_mv Destination branding
Country destination
Regional destination
Brand equity
Image
Perceived quality
Awareness
Loyalty
topic Destination branding
Country destination
Regional destination
Brand equity
Image
Perceived quality
Awareness
Loyalty
description ABSTRACT: This paper focuses on the customer-based brand equity for a tourist destination, and develops a model including the dimensions of this construct (i.e. awareness, image, perceived quality and loyalty). Accordingly, loyalty is considered the main dependent variable in the model developed here. A major contribution of this paper is that it takes into account the hierarchy of destination brands and analyzes not only the chain of effects between the dimensions of brand equity for a regional destination but also the influence of the country destination image (i.e. the country is considered to be an umbrella brand) on the perceived image of one of its regional destinations. Another significant contribution is made by examining the moderating effect of country familiarity on the relationship with both types of image. The empirical evidence obtained from a sample of 253 international tourists visiting a regional destination in Spain supports the hypothesis that loyalty towards a destination is positively influenced by the perceived quality of the destination, which in turn is directly influenced by the image and awareness of that destination. Additionally, the results support the idea that perceptions of a regional destination are positively influenced by the perceptions of the country destination in which the region is located. However, a moderating effect of country familiarity on the relationship with either type of image was not supported in this research. This could be because in a country where there are a lot of destination brands, being more familiar with the country does not necessarily imply a more accurate knowledge of its regional destinations.
publishDate 2017
dc.date.none.fl_str_mv 2017
2017-12-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
NA
http://purl.org/coar/version/c_be7fb7dd8ff6fe43
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10902/12892
url http://hdl.handle.net/10902/12892
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv Journal of Destination Marketing & Management Volume 6, Issue 4, December 2017, Pages 353-362
reponame:UCrea Repositorio Abierto de la Universidad de Cantabria
instname:Universidad de Cantabria (UC)
instname_str Universidad de Cantabria (UC)
reponame_str UCrea Repositorio Abierto de la Universidad de Cantabria
collection UCrea Repositorio Abierto de la Universidad de Cantabria
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,301603

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