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The causal relationships between components of customer-based brand equity for a destination: Evidence from South Korean tourists in Danang city, Vietnam

Tran, Trung Vinh and Vo Thi, Quynh Nga and Nguyen, Phuc Nguyen (2020): The causal relationships between components of customer-based brand equity for a destination: Evidence from South Korean tourists in Danang city, Vietnam. Published in: Asian Economic and Financial Review , Vol. 4, No. 7 (10 January 2017): pp. 358-367.

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Abstract

The main purpose of this study is to examine the causal relationships between components of customer-based brand equity for a tourist destination. We have collected data from 252 South Korean tourists in Danang City and tested some hypotheses by applying structural equation modeling (SEM). Results show that: (1) destination brand awareness has a significant and positive effect on destination brand image, but not on destination perceived quality and destination brand loyalty; (2) destination brand image has positive and direct influences on destination perceived quality and destination brand loyalty; and (3) destination perceived quality has significant positive impacts on destination brand loyalty. Lastly, these findings have managerial implications for decision makers.

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