期刊
INTERNATIONAL JOURNAL OF CULTURE TOURISM AND HOSPITALITY RESEARCH
卷 5, 期 3, 页码 316-328出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/17506181111157005
关键词
Influence; Brand equity; Reference group; Structural model
Purpose - This study seeks to examine the effect of two types of social influence, normative and informational, on travelers' perceptions of a destination's brand equity. Design/methodology/approach - A brand equity measurement model, previously developed for a tangible product brand, is applied and validated in the context of a destination brand. The structural model is then estimated to test the effects of normative and informational influence on brand equity. Findings - Normative but not informational influence has a significant effect on brand equity perceptions. Originality/value - The empirical results help to strengthen the claim that branding principles can be readily generalized to tourism destinations.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据