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A Model of Customer-based Brand Equity and Its Application to Multiple Destinations by Soyoung Boo; James Busser; Seyhmus Baloglu is a Social Sciences article available to read on EtoBox.

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Lack of research regarding destination brand measurement indicates that conceptualizing how tourists evaluate a destination brand is complex. This study examined empirical information to develop a destination brand model by employing customer-based brand equity models through a scale purification process, ensuring its reliability and validity. The proposed model and the alternative model were tested with an online survey sample of Las Vegas and Atlantic City visitors. The results provide support for the concept of customer-based brand equity and corroborate its application to the destination context. However, multi-sample invariance tests implied that destination-specific items should be considered when developing a destination brand model.

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Author

Soyoung Boo; James Busser; Seyhmus Baloglu

Publisher

Elsevier Science; Elsevier ; Butterworth-Heinemann; Elsevier BV (ISSN 0261-5177)

Published

2009

Language

EN

Field

Social Sciences