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Brand equity do Forte Lahore como uma marca de destino turístico

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  • Kashif, Muhammad
  • Samsi, Siti Zakiah Melatu
  • Sarifuddin, Syamsulang

Abstract

Studies 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.

Suggested Citation

  • Kashif, Muhammad & Samsi, Siti Zakiah Melatu & Sarifuddin, Syamsulang, 2015. "Brand equity do Forte Lahore como uma marca de destino turístico," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 55(4), July.
    • Handle: RePEc:fgv:eaerae:v:55:y:2015:i:4:a:52959
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    References listed on IDEAS

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    1. Bianchi, Constanza & Pike, Steven & Lings, Ian, 2014. "Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE)," Tourism Management, Elsevier, vol. 42(C), pages 215-223.
    2. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
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