Start Date

6-1-2011 4:00 PM

End Date

6-1-2011 4:45 PM

Track

2. Track 2 - Poster Session

Subject Area

Consumer Behavior

Faculty Member

Liping A. Cai, liping@purdue.edu Jonathon G. Day, gjday@purdue.edu

Abstract

This study aim to understand how tourists’ festival experience influence destination/place brand equity building as well as moderate effect of brand awareness on eWOM intention. A web-based survey is prepared and is supposed to be performed in order to explore how tourists response eWOM dissemination. Based on customer-based brand equity (CBBE), moderate effect of brand awareness on eWOM intention is examined through second order structural equation modeling. Expected results provide insightful information about the importance of brand awareness in consumers' brand knowledge transaction and marketing performance. Expected results will clarify festival tourists’ psychological characteristics in destination branding setting.

Keywords

Brand awareness, Brand equity, Community-based tourism, eWOM intension, Festival tourism

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Jan 6th, 4:00 PM Jan 6th, 4:45 PM

Moderate Effects of Brand Awareness on eWOM Intention: Perspectives in Community-based Festival Tourism

This study aim to understand how tourists’ festival experience influence destination/place brand equity building as well as moderate effect of brand awareness on eWOM intention. A web-based survey is prepared and is supposed to be performed in order to explore how tourists response eWOM dissemination. Based on customer-based brand equity (CBBE), moderate effect of brand awareness on eWOM intention is examined through second order structural equation modeling. Expected results provide insightful information about the importance of brand awareness in consumers' brand knowledge transaction and marketing performance. Expected results will clarify festival tourists’ psychological characteristics in destination branding setting.