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.
International Journal of Culture, Tourism and Hospitality Research – Emerald Publishing
Published: Aug 9, 2011
Keywords: Influence; Brand equity; Reference group; Structural model
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera