品牌资产
品牌忠诚度
业务
品牌管理
品牌知名度
广告
营销
品牌延伸
旅游
忠诚
政治学
法学
作者
Feng Xu,Cuijing Zhan,Lu Liu,Juan Tan,Shuaishuai Li,Jie Li
标识
DOI:10.1016/j.jdmm.2021.100658
摘要
Tourism area life cycle (TALC) theory has become a major topic in destination research; however, few scholars have used TALC theory to explain the dynamic relationship among customer-based brand equity (CBBE) elements. This study proposes and tests a model of CBBE to explain destination brand loyalty mechanisms at different TALC stages. The findings indicate that at the involvement stage, brand image and brand awareness are the keys to enhancing brand trust, and brand attachment partially mediates the relationship of brand trust on brand loyalty; at the consolidation stage, brand quality is the key to enhancing brand trust, and brand attachment completely mediates the effect of brand trust on brand loyalty. The findings could help deepen the understanding of the dynamic destination brand loyalty mechanism and help destination marketing organizations be more effective at improving tourist loyalty at different TALC stages. • Destination brand loyalty mechanism varies in different TALC stages. • At the involvement stage, brand trust is mainly impacted by brand image. • At the consolidation stage, brand trust is mainly impacted by brand quality. • Brand attachment mediates the effect of brand trust on brand loyalty.
科研通智能强力驱动
Strongly Powered by AbleSci AI