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Interpersonal influence and destination brand equity perceptions

Interpersonal influence and destination brand equity perceptions 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Culture, Tourism and Hospitality Research Emerald Publishing

Interpersonal influence and destination brand equity perceptions

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-6182
DOI
10.1108/17506181111157005
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

International Journal of Culture, Tourism and Hospitality ResearchEmerald Publishing

Published: Aug 9, 2011

Keywords: Influence; Brand equity; Reference group; Structural model

References