Destination Brand Equity for Australia: Testing a Model of CBBE in Short-Haul and Long-Haul Markets

Steven Pike, Constanza Bianchi

Research output: Contribution to journalArticlepeer-review

61 Scopus citations

Abstract

The study of destination brand performance measurement has only emerged in earnest as a field in the tourism literature since 2007. The concept of consumer-based brand equity (CBBE) is gaining favor from services marketing researchers as an alternative to the traditional “net-present-value of future earnings”’ method of measuring brand equity. The perceptions-based CBBE model also appears suitable for examining destination brand performance, where a financial brand equity valuation on a destination marketing organization’s balance sheet is largely irrelevant. This is the first study to test and compare the model in both short- and long-haul markets. The article reports the results of tests of a CBBE model for Australia in a traditional short-haul market (New Zealand) and an emerging long-haul market (Chile). The data from both samples indicated destination brand salience, brand image, and brand value are positively related to purchase intent for Australia in these two disparate markets.

Original languageEnglish
Pages (from-to)114-134
Number of pages21
JournalJournal of Hospitality and Tourism Research
Volume40
Issue number1
DOIs
StatePublished - 1 Jan 2016
Externally publishedYes

Keywords

  • Australia
  • New Zealand
  • consumer-based brand equity
  • destination branding
  • destination image
  • destination loyalty

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