Title of Paper

ASSESSING VALIDITY OF CONSUMER-BASED BRAND EQUITY MODELS FOR TOURISM DESTINATIONS

Presenter Bios

Sebastian Molinillo

Associate Professor of Marketing

Faculty of Economics and Business

University of Málaga

Campus El Ejido

29013 Málaga, Spain

Email: smolinillo@uma.es

Yuksel Ekinci

Professor of Marketing

University of Portsmouth

Faculty of Business and Law,

Richmond Building, Portsmouth, PO1 3DE

Email: yuksel.ekinci@portsmouth.ac.uk

Arnold Japutra

Lecturer in Marketing

Business School,

University of Western Australia, Australia

Email: arnold.japutra@uwa.edu.au

Sarah Turnbull

Principal Lecturer in Marketing

University of Portsmouth

Faculty of Business and Law,

Richmond Building, Portsmouth, PO1 3DE

Email: sarah.turnbull@port.ac.uk


Sebastian Molinillo (PhD) is Associate Professor in Marketing at University of Malaga. His research interests are in the area of retail and brand management, social media and corporate social responsibility. He has published articles in the Journal of Business Research and Tourism Management.

Yuksel Ekinci (PhD) is Professor of Marketing at Portsmouth Business School, University of Portsmouth, UK. His research interests include scale development and brand equity. His articles are published in the European Journal of Marketing, the Journal of Business Research,, the Journal of Travel Research and Annals of Tourism Research.

Arnold Japutra (PhD) Lecturer at the University of Western Australia Business School. His key research interests are brand management and relationship marketing. He has presented his work at several academic conferences (e.g. European Marketing Academy Conference) and published at peer reviewed journal articles (e.g. Journal of Business Research and European Journal of Marketing)

Sarah Turnbull (PhD) is Principal Lecturer at Portsmouth Business School, University of Portsmouth, UK. Her research interests are in the area of brand communication. Her articles are published in International Journal of Advertising and Journal of Marketing Communications.

Abstract

Tourism destinations are becoming increasingly aware of the value the destination has as a brand (Bianchi, Pike and Lings 2014; Kim, Schuckert and Elliot 2017; Tasci et al., 2016). Similar to goods and service brands, destination brands recognize the value in understanding how to develop strong brands and the importance of brand equity (Nam, Ekinci and Whyatt, 2011). The purpose of the study is to test validity of the two prominent Consumer Based Brand Equity (CBBE) Models introduced by Aaker (1991) and Çifci et al. (2016) in a tourism domain. Using a UK and Indonesian sample, we compared the external validity of the brand equity models in different cultural settings.

This study makes two key contributions. First, we assess the validity of Aaker’s (1991) CBBE with tourism destinations. Second, we further examined validity of Ciftci et al.’s (2016) brand equity model in tourism domain. Hence, we contributed to the branding literature by advancing our knowledge of the relationship between brand awareness, brand satisfaction and brand loyalty for destinations. Brand satisfaction is identified with brand loyalty and an important component of brand equity.

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ASSESSING VALIDITY OF CONSUMER-BASED BRAND EQUITY MODELS FOR TOURISM DESTINATIONS

Tourism destinations are becoming increasingly aware of the value the destination has as a brand (Bianchi, Pike and Lings 2014; Kim, Schuckert and Elliot 2017; Tasci et al., 2016). Similar to goods and service brands, destination brands recognize the value in understanding how to develop strong brands and the importance of brand equity (Nam, Ekinci and Whyatt, 2011). The purpose of the study is to test validity of the two prominent Consumer Based Brand Equity (CBBE) Models introduced by Aaker (1991) and Çifci et al. (2016) in a tourism domain. Using a UK and Indonesian sample, we compared the external validity of the brand equity models in different cultural settings.

This study makes two key contributions. First, we assess the validity of Aaker’s (1991) CBBE with tourism destinations. Second, we further examined validity of Ciftci et al.’s (2016) brand equity model in tourism domain. Hence, we contributed to the branding literature by advancing our knowledge of the relationship between brand awareness, brand satisfaction and brand loyalty for destinations. Brand satisfaction is identified with brand loyalty and an important component of brand equity.