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 ap...

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Bibliographic Details
Published in:Consumer Behavior in Tourism and Hospitality 2011-08, Vol.5 (3), p.316-328
Main Authors: Evangelista, Felicitas, Dioko, Leonardo A.N
Format: Article
Language:English
Subjects:
Analysis
Brand equity
Consumer behavior
Consumers
Decision making
Influence
Information processing
Marketing
Perceptions
Social conditions & trends
Studies
Tourism
Variables
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Description
Summary: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.
ISSN:1750-6182
2752-6666
1750-6190
2752-6674
DOI:10.1108/17506181111157005