Start Date

6-1-2011 4:00 PM

End Date

6-1-2011 4:45 PM

Track

2. Track 2 - Poster Session

Subject Area

Travel and Tourism

Faculty Member

Name: Jessica Yuan Email: jessica.yuan@ttu.edu

Abstract

The purpose of this study is to examine the relationship between brand equity of religious events and tourists’ perceived value of the brand equity and revisit intention of tourists by using branding theory and its implication regarding religious events. Four proposed dimensions -- brand awareness, brand image, brand quality and brand loyalty -- will identify, measure, and test. Data will be collected from visitors who attended the annual Mazu festival. The structural equation modeling (SEM) will be employed to test whether the dimensions of brand equity will have an effect on perceived value and revisit intention. The results will be utilized for event marketing to increase business revenue and enhance corporate images as well as participants’ revisit intention.

Keywords

Destination brand, Customer-based brand equity, Religious events, Structural equation modeling (SEM), Mazu



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

Multidimensional Model of Customer-based Brand Equity and Its Application to the Religious Events: The Case of Mazu

The purpose of this study is to examine the relationship between brand equity of religious events and tourists’ perceived value of the brand equity and revisit intention of tourists by using branding theory and its implication regarding religious events. Four proposed dimensions -- brand awareness, brand image, brand quality and brand loyalty -- will identify, measure, and test. Data will be collected from visitors who attended the annual Mazu festival. The structural equation modeling (SEM) will be employed to test whether the dimensions of brand equity will have an effect on perceived value and revisit intention. The results will be utilized for event marketing to increase business revenue and enhance corporate images as well as participants’ revisit intention.