Titlebook: Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations; A Structural Model o Julian Michael Hodson Book 2021 Th

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Connecting Brand Identity and Consumer-Based Brand Equity for Tourism DestinationsA Structural Model o

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2626-2266 tion marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research design is established and data is collected from a sample of German leisure visitors to the Balearic Island of Mallorca, Spain. Structural equati

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https://doi.org/10.1007/978-3-662-36624-0oach to destination image, which connects brand identity and consumer-based brand equity for a destination. However, these two distinct branding perspectives have traditionally been viewed in isolation of each other.

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Book 2021itors’ destination brand associations. Results also demonstrate that the structural model possesses excellent levels of predictive power and validity. Importantly, the model performs very well in the overall prediction of consumers’ destination brand attitudes and loyalty..

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Research Methodology,introduced. Next, the chapter proceeds to describe construct measurement scale development, measurement instrument construction, questionnaire pre-testing, sampling of destination visitors, data collection, and the characteristics of the sample obtained.

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Data Analysis & Empirical Results,pirical results. Accordingly, phases 5 through 10 of the research design will be addressed in the sections of chapter 4. The forthcoming research phase 5 (.) is followed by phase 6 (.), phase 7 (.), phase 8 (.), phase 9 (.), and the final phase 10 (.).