BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

Revista de Administração de Empresas

Muhammad Kashif¹  Siti Zakiah Melatu Samsi¹  Syamsulang Sarifuddin¹ 

关键词: Customer-based brand equity;    destination-branding;    Lahore Fort;    brand equity;    Pakistan;    Customer-based brand equity;    destino turístico;    Forte Lahore;    brand equity;    Paquistão;    Customer-based brand equity;    destino turistico;    Fuerte Lahore;    brand equity;    Pakistán;   

DOI  :  10.1590/S0034-759020150407

来源: SciELO

【 摘 要 】

ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

【 授权许可】

CC BY   
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