Brand equity of Lahore Fort as a tourism destination brand
Studies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo
2015-07-01
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| Series: | RAE: Revista de Administração de Empresas |
| Subjects: | |
| Online Access: | https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/52959 |
| _version_ | 1827162421328871424 |
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| author | Muhammad Kashif Siti Zakiah Melatu Samsi Syamsulang Sarifuddin |
| author_facet | Muhammad Kashif Siti Zakiah Melatu Samsi Syamsulang Sarifuddin |
| author_sort | Muhammad Kashif |
| collection | DOAJ |
| description | Studies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance. |
| first_indexed | 2024-03-12T06:12:55Z |
| format | Article |
| id | doaj.art-9b384794c6cb4b04a5735e2a1392eedb |
| institution | Directory Open Access Journal |
| issn | 0034-7590 2178-938X |
| language | English |
| last_indexed | 2025-03-21T00:44:33Z |
| publishDate | 2015-07-01 |
| publisher | Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo |
| record_format | Article |
| series | RAE: Revista de Administração de Empresas |
| spelling | doaj.art-9b384794c6cb4b04a5735e2a1392eedb2024-08-03T05:59:16ZengFundação Getulio Vargas, Escola de Administração de Empresas de São PauloRAE: Revista de Administração de Empresas0034-75902178-938X2015-07-01554Brand equity of Lahore Fort as a tourism destination brandMuhammad KashifSiti Zakiah Melatu SamsiSyamsulang SarifuddinStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/52959Customer-based brand equityDestination-brandingLahore FortBrand equityPakistan |
| spellingShingle | Muhammad Kashif Siti Zakiah Melatu Samsi Syamsulang Sarifuddin Brand equity of Lahore Fort as a tourism destination brand RAE: Revista de Administração de Empresas Customer-based brand equity Destination-branding Lahore Fort Brand equity Pakistan |
| title | Brand equity of Lahore Fort as a tourism destination brand |
| title_full | Brand equity of Lahore Fort as a tourism destination brand |
| title_fullStr | Brand equity of Lahore Fort as a tourism destination brand |
| title_full_unstemmed | Brand equity of Lahore Fort as a tourism destination brand |
| title_short | Brand equity of Lahore Fort as a tourism destination brand |
| title_sort | brand equity of lahore fort as a tourism destination brand |
| topic | Customer-based brand equity Destination-branding Lahore Fort Brand equity Pakistan |
| url | https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/52959 |
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