BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND


Autoria(s): KASHIF,MUHAMMAD; SAMSI,SITI ZAKIAH MELATU; SARIFUDDIN,SYAMSULANG
Data(s)

01/08/2015

Resumo

ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

Formato

text/html

Identificador

http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0034-75902015000400432

Idioma(s)

en

Publicador

Fundação Getulio Vargas, Escola de Administração de Empresas de S.Paulo

Fonte

Revista de Administração de Empresas v.55 n.4 2015

Palavras-Chave #Customer-based brand equity #destination-branding #Lahore Fort #brand equity #Pakistan
Tipo

journal article