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Unpacking Destination Brand Equity: The Influence of Brand Familiarity and Perceived Quality Through Brand Image
,
Erose Sthapit ,
Brian Garrod ,
Muhamad Robith Alil Fahmi,
Jeetesh Kumar
International Journal of Tourism Research, Volume: 27, Issue: 6
Swansea University Author:
Brian Garrod
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DOI (Published version): 10.1002/jtr.70151
Abstract
This study examines the relationship between destination brand familiarity, perceived quality, destination brand image, and overall brand equity using the customer-based brand equity framework. Employing a quantitative approach with partial least squares structural equation modeling, data were colle...
| Published in: | International Journal of Tourism Research |
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| ISSN: | 1099-2340 1522-1970 |
| Published: |
Wiley
2025
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa70899 |
| Abstract: |
This study examines the relationship between destination brand familiarity, perceived quality, destination brand image, and overall brand equity using the customer-based brand equity framework. Employing a quantitative approach with partial least squares structural equation modeling, data were collected from 271 respondents using a convenience sampling technique. The findings indicate that brand familiarity and perceived quality significantly influence destination brand image, which positively affects overall brand equity. In addition, destination brand image mediates the effects of brand familiarity and perceived quality on brand equity. The findings underscore the critical role of branding elements in shaping consumer perceptions and loyalty. This study contributes to the existing literature related to destination brand equity by offering empirical evidence from an emerging tourism market and provides practical insights for destination marketers and policymakers to enhance branding strategies and strengthen competitive positioning. |
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| Keywords: |
customer-based brand equity; destination brand familiarity; destination brand image; destination perceived quality; overall brand equity |
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
6 |