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Effects of Parent Brand Equity on Perceived Fit and Customer Behavior of Extended Brand—Focused on MICE Destination

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  • Jiwon Lee

    (Program of Convergence Tourism Management, School of Future Convergence, Hallym University, Chuncheon 24252, Korea)

  • Eunjoo Yoon

    (Department of Convergence Service Management, Hallym University of Graduate Studies, Seoul 06198, Korea)

Abstract

This study aims to examine the relationship among tourism destination brand equity (as parent brand), perceived fit, and customer behavior intention toward the extended MICE destination brand. It also identifies the moderating effect of place attachment between brand equity and customer behavior by adopting the brand extension concept in tourism and MICE destinations. The analysis of data collected from 381 respondents revealed that perceived fit is the most important factor influencing customer behavior, even though tourism brand equity and place attachment both had a positive effect on customer behavior, supporting all hypotheses. The theoretical implication of broadening the brand extension concept in MICE destinations and DMO marketing strategies is discussed.

Suggested Citation

  • Jiwon Lee & Eunjoo Yoon, 2022. "Effects of Parent Brand Equity on Perceived Fit and Customer Behavior of Extended Brand—Focused on MICE Destination," IJERPH, MDPI, vol. 19(8), pages 1-15, April.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:8:p:4540-:d:790270
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    References listed on IDEAS

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