The direct effect of predictor variables on destination brand loyalty in Jordan
The literature on destination branding indicates lack of empirical data that evaluate the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, very little is known about the relationship between destination brand awareness, destination b...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2012
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/12252/1/2209141258.pdf |
| _version_ | 1803626389590507520 |
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| author | Al-Azzam, Abdel Fattah Md Salleh, Salniza |
| author_facet | Al-Azzam, Abdel Fattah Md Salleh, Salniza |
| author_sort | Al-Azzam, Abdel Fattah |
| collection | UUM |
| description | The literature on destination branding indicates lack of empirical data that evaluate the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, very little is known about the
relationship between destination brand awareness, destination brand image, destination brand quality, destination perceived value and destination brand loyalty. This study, based on the theory of Brand Equity (TBE), has the
following objective: to identify the direct and significant influence of destination brand awareness, destination brand image, destination brand quality, and destination perceived value on destination brand loyalty. To achieve the
objectives of this study, data were collected from 700 participants, yielding approximately 86% response rate. Multiple regression analysis was performed to investigate the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. Results show significant and positive relationships between destination brand awareness, destination brand image, destination brand quality, destination brand promotion and destination brand loyalty. Furthermore, implications of this work and directions for future research are discussed. |
| first_indexed | 2024-07-04T05:49:24Z |
| format | Conference or Workshop Item |
| id | uum-12252 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:49:24Z |
| publishDate | 2012 |
| record_format | dspace |
| spelling | uum-122522016-04-19T02:38:09Z https://repo.uum.edu.my/id/eprint/12252/ The direct effect of predictor variables on destination brand loyalty in Jordan Al-Azzam, Abdel Fattah Md Salleh, Salniza HF Commerce The literature on destination branding indicates lack of empirical data that evaluate the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, very little is known about the relationship between destination brand awareness, destination brand image, destination brand quality, destination perceived value and destination brand loyalty. This study, based on the theory of Brand Equity (TBE), has the following objective: to identify the direct and significant influence of destination brand awareness, destination brand image, destination brand quality, and destination perceived value on destination brand loyalty. To achieve the objectives of this study, data were collected from 700 participants, yielding approximately 86% response rate. Multiple regression analysis was performed to investigate the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. Results show significant and positive relationships between destination brand awareness, destination brand image, destination brand quality, destination brand promotion and destination brand loyalty. Furthermore, implications of this work and directions for future research are discussed. 2012 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/12252/1/2209141258.pdf Al-Azzam, Abdel Fattah and Md Salleh, Salniza (2012) The direct effect of predictor variables on destination brand loyalty in Jordan. In: 3rd International Conference on Business and Economic Research (3rd ICBER 2012), 12-13 March 2012, Golden Flower Hotel, Bandung, Indonesia. http://www.internationalconference.com.my |
| spellingShingle | HF Commerce Al-Azzam, Abdel Fattah Md Salleh, Salniza The direct effect of predictor variables on destination brand loyalty in Jordan |
| title | The direct effect of predictor variables on destination brand loyalty in Jordan |
| title_full | The direct effect of predictor variables on destination brand loyalty in Jordan |
| title_fullStr | The direct effect of predictor variables on destination brand loyalty in Jordan |
| title_full_unstemmed | The direct effect of predictor variables on destination brand loyalty in Jordan |
| title_short | The direct effect of predictor variables on destination brand loyalty in Jordan |
| title_sort | direct effect of predictor variables on destination brand loyalty in jordan |
| topic | HF Commerce |
| url | https://repo.uum.edu.my/id/eprint/12252/1/2209141258.pdf |
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