Destination brand equity for Australia : testing a model of CBBE in short haul and long haul markets

Pike, Steven & Bianchi, Constanza (2016) Destination brand equity for Australia : testing a model of CBBE in short haul and long haul markets. Journal of Hospitality and Tourism Research, 40(1), pp. 114-134.

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Abstract

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 favour 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 organisation’s (DMO) balance sheet is largely irrelevant. This is the first study to test and compare the model in both short and long haul markets. The paper 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.

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ID Code: 59273
Item Type: Journal Article
Refereed: Yes
Additional URLs:
DOI: 10.1177/1096348013491604
ISSN: 1557-7554
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Marketing (150604)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2013 International Council on Hotel, Restaurant and Institutional Education
Deposited On: 24 Apr 2013 05:05
Last Modified: 05 Jan 2016 02:26

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