Customer-based Brand Equity for a Destination: the Effect of Destination Image on Preference for Products Associated with a Destination Brand
Article first published online: 11 OCT 2012
Copyright © 2012 John Wiley & Sons, Ltd.
International Journal of Tourism Research
Volume 16, Issue 3, pages 223–231, May/June 2014
How to Cite
Lim, Y. and Weaver, P. A. (2014), Customer-based Brand Equity for a Destination: the Effect of Destination Image on Preference for Products Associated with a Destination Brand. Int. J. Tourism Res., 16: 223–231. doi: 10.1002/jtr.1920
- Issue published online: 7 APR 2014
- Article first published online: 11 OCT 2012
- Manuscript Accepted: 4 SEP 2012
- Manuscript Revised: 1 FEB 2012
- Manuscript Received: 29 MAR 2011
- customer-based brand equity;
- destination image;
- brand extension
This study investigated how destination image of customer-based brand equity for a tourist destination can be transferred to products associated with a destination brand. The effect of destination image on preference for products associated with a destination brand (PPADB) and the relationship between tourists’ destination preference and PPADB were investigated. Two hundred and ninety six individuals replied to a self-administered questionnaire distributed to 318 students at a major US university. The results revealed that both cognitive and affective image of a destination are positively related to PPADB; preference for a destination is also positively related to PPADB. Suggestions are provided for a successful destination brand extension strategy. Copyright © 2012 John Wiley & Sons, Ltd.