The role brand equity on developing tourism industry
During the past few years, there have been growing interests in developing tourism industry in developing tourism economy. This paper presents an empirical investigation to study the effects of different factors including brand awareness, quality perception, brand associate and brand loyalty on deve...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2014-01-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2013_363.pdf |
| _version_ | 1818112403765723136 |
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| author | Behnam Ghorbanifard Hosseinali Aziziha Seyed Alireza Hosseini Tabatabaee Shahram Hasheminia Seyed Shahab Mousavi |
| author_facet | Behnam Ghorbanifard Hosseinali Aziziha Seyed Alireza Hosseini Tabatabaee Shahram Hasheminia Seyed Shahab Mousavi |
| author_sort | Behnam Ghorbanifard |
| collection | DOAJ |
| description | During the past few years, there have been growing interests in developing tourism industry in developing tourism economy. This paper presents an empirical investigation to study the effects of different factors including brand awareness, quality perception, brand associate and brand loyalty on developing tourism economy. The proposed study was accomplished in city of Karaj located in province of Alborz, Iran. The study designed a questionnaire consist of 27 questions designed in Likert scale and distributed it among 400 randomly selected people who visited this city during the year of 2012. Using Spearman correlation, they study confirmed that there were some positive relationship between brand awareness and tourism economy (r=0.434, Sig.=0.02), a positive relationship between quality perception and tourism economy (r=0.198, Sig.=0.008), a positive relationship between brand associate and tourism economy (r=0.261, Sig.=0.000) and finally there was a positive and relationship between brand loyalty and tourism economy (r = 0.302, Sig. = 0.05). In addition, the implementation of stepwise regression model has indicated that brand awareness played essential role on tourism economy followed by brand loyalty and quality perception. |
| first_indexed | 2024-12-11T03:18:23Z |
| format | Article |
| id | doaj.art-7910f60855e146709b434c28556d0def |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-12-11T03:18:23Z |
| publishDate | 2014-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-7910f60855e146709b434c28556d0def2022-12-22T01:22:42ZengGrowing ScienceManagement Science Letters1923-93351923-93432014-01-0141107110The role brand equity on developing tourism industryBehnam GhorbanifardHosseinali AzizihaSeyed Alireza Hosseini TabatabaeeShahram HasheminiaSeyed Shahab MousaviDuring the past few years, there have been growing interests in developing tourism industry in developing tourism economy. This paper presents an empirical investigation to study the effects of different factors including brand awareness, quality perception, brand associate and brand loyalty on developing tourism economy. The proposed study was accomplished in city of Karaj located in province of Alborz, Iran. The study designed a questionnaire consist of 27 questions designed in Likert scale and distributed it among 400 randomly selected people who visited this city during the year of 2012. Using Spearman correlation, they study confirmed that there were some positive relationship between brand awareness and tourism economy (r=0.434, Sig.=0.02), a positive relationship between quality perception and tourism economy (r=0.198, Sig.=0.008), a positive relationship between brand associate and tourism economy (r=0.261, Sig.=0.000) and finally there was a positive and relationship between brand loyalty and tourism economy (r = 0.302, Sig. = 0.05). In addition, the implementation of stepwise regression model has indicated that brand awareness played essential role on tourism economy followed by brand loyalty and quality perception.http://www.growingscience.com/msl/Vol4/msl_2013_363.pdfBrand equityTourism IndustryBrand awarenessPerception qualityBrand associate |
| spellingShingle | Behnam Ghorbanifard Hosseinali Aziziha Seyed Alireza Hosseini Tabatabaee Shahram Hasheminia Seyed Shahab Mousavi The role brand equity on developing tourism industry Management Science Letters Brand equity Tourism Industry Brand awareness Perception quality Brand associate |
| title | The role brand equity on developing tourism industry |
| title_full | The role brand equity on developing tourism industry |
| title_fullStr | The role brand equity on developing tourism industry |
| title_full_unstemmed | The role brand equity on developing tourism industry |
| title_short | The role brand equity on developing tourism industry |
| title_sort | role brand equity on developing tourism industry |
| topic | Brand equity Tourism Industry Brand awareness Perception quality Brand associate |
| url | http://www.growingscience.com/msl/Vol4/msl_2013_363.pdf |
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