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

Steven Pike, Constanza Bianchi

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

80 Citas (Scopus)

Resumen

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.

Idioma originalInglés
Páginas (desde-hasta)114-134
Número de páginas21
PublicaciónJournal of Hospitality and Tourism Research
Volumen40
N.º1
DOI
EstadoPublicada - 1 ene. 2016
Publicado de forma externa

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