Assessing destination brand equity: An integrated approach

KLADOU, Stella and KEHAGIAS, John (2014). Assessing destination brand equity: An integrated approach. Journal of Destination Marketing & Management, 3 (1), 2-10.

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Abstract

Commonly, when referring to destination brand equity, four dimensions are taken into consideration: awareness, image, quality and loyalty. Building on product and corporate brand equity and the definition of destination branding, the present paper includes a marketing approach towards developing a structural model incorporating a fifth dimension; that of cultural brand assets. The proposed model, focused on cultural urban destinations, was tested from the perspective of international tourists visiting Rome. Findings indicate that the five dimensions are interrelated and important for the customers' evaluation of a cultural destination. Consistent with place and destination branding literature, the significance of specific cultural brand assets is emphasized. The study provides practitioners with a better understanding of the dimensions which may lead to favorable brand evaluations. Finally, it describes the structural relationships which are developed between assets, awareness, associations and quality, and links them with the intention to re-visit and recommend as outcomes leading to destination loyalty.

Item Type:	Article
Additional Information:	Published in the Special Issue on Destination Branding Available online 27 November 2013
Research Institute, Centre or Group - Does NOT include content added after October 2018:	Sheffield Business School Research Institute > Service Sector Management
Departments - Does NOT include content added after October 2018:	Sheffield Business School > Department of Service Sector Management
Identification Number:	https://doi.org/10.1016/j.jdmm.2013.11.002
Page Range:	2-10
Depositing User:	Stella Kladou
Date Deposited:	03 Jun 2015 10:32
Last Modified:	18 Mar 2021 04:53
URI:	https://shura.shu.ac.uk/id/eprint/10077

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