IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v19y2022i8p4540-d790270.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/19/8/4540/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/19/8/4540/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Yuksel, Atila & Yuksel, Fisun & Bilim, Yasin, 2010. "Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty," Tourism Management, Elsevier, vol. 31(2), pages 274-284.
    2. Martínez Salinas, Eva & Pina Pérez, José Miguel, 2009. "Modeling the brand extensions' influence on brand image," Journal of Business Research, Elsevier, vol. 62(1), pages 50-60, January.
    3. Bhat, Sobodh & Reddy, Srinivas K., 2001. "The impact of parent brand attribute associations and affect on brand extension evaluation," Journal of Business Research, Elsevier, vol. 53(3), pages 111-122, September.
    4. Kim, Kyeongheui & Park, Jongwon & Kim, Jungkeun, 2014. "Consumer–brand relationship quality: When and how it helps brand extensions," Journal of Business Research, Elsevier, vol. 67(4), pages 591-597.
    5. Sheinin, Daniel A., 2000. "The Effects of Experience with Brand Extensions on Parent Brand Knowledge," Journal of Business Research, Elsevier, vol. 49(1), pages 47-55, July.
    6. Dwivedi, Abhishek & Merrilees, Bill, 2013. "Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity," Australasian marketing journal, Elsevier, vol. 21(2), pages 75-84.
    7. Ahluwalia, Rohini & Gurhan-Canli, Zeynep, 2000. "The Effects of Extensions of the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 371-381, December.
    8. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    9. Ram, Y. & Björk, P. & Weidenfeld, A., 2016. "Authenticity and place attachment of major visitor attractions," Tourism Management, Elsevier, vol. 52(C), pages 110-122.
    10. Pina, José M. & Dall'Olmo Riley, Francesca & Lomax, Wendy, 2013. "Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1411-1419.
    11. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nuria Recuero Virto & Joaquin Aldas Manzano & Francis Blasco López & Jesús García-Madariaga, 2024. "Exploring the Power of Brand Extension in Museums. Insights from the Louvre Abu Dhabi," SAGE Open, , vol. 14(3), pages 21582440241, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dwivedi, Abhishek & Merrilees, Bill, 2013. "Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity," Australasian marketing journal, Elsevier, vol. 21(2), pages 75-84.
    2. Pourazad, Naser & Stocchi, Lara & Pare, Vipul, 2019. "Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions," Australasian marketing journal, Elsevier, vol. 27(4), pages 249-260.
    3. Chung-Yu Wang & Li-Wei Wu & Chen-Yu Lin & Ruei-Jie Chen, 2017. "Purchase Intention toward the Extension and Parent Brand: The Role of Brand Commitment," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(1), pages 83-103, February.
    4. E. Bacchiega & M. Colucci & M. Magnani, 2019. "What goes around, comes around: Reciprocal effects and double-sided moral hazard in the choice of brand licensing," Working Papers wp1136, Dipartimento Scienze Economiche, Universita' di Bologna.
    5. Elif Akagun Ergin & Nilay Sahin, 2015. "Consumers? Attitudes Towards Brand Extensions: An Analysis On Food And Textile Industries In Turkey," Proceedings of International Academic Conferences 1003145, International Institute of Social and Economic Sciences.
    6. Nathalie Veg-Sala, 2017. "The impact of stereotyped and non-stereotyped brand genders on cross-gender extension evaluations," Post-Print hal-01735491, HAL.
    7. Iyer, Pramod & Davari, Arezoo & Mukherjee, Amaradri, 2018. "Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 235-243.
    8. Martínez Salinas, Eva & Pina Pérez, José Miguel, 2009. "Modeling the brand extensions' influence on brand image," Journal of Business Research, Elsevier, vol. 62(1), pages 50-60, January.
    9. Chang Joseph W. & White D. Steven, 2017. "The adverse effects of inferior innovations," Management & Marketing, Sciendo, vol. 12(3), pages 361-375, September.
    10. Zhou, Zhimin & Ding, Yi & Feng, Wenting & Ke, Nianman, 2021. "Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background," Journal of Business Research, Elsevier, vol. 130(C), pages 364-375.
    11. Hubert, Marco & Florack, Arnd & Gattringer, Rafael & Eberhardt, Tim & Enkel, Ellen & Kenning, Peter, 2017. "Flag up! – Flagship products as important drivers of perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 71(C), pages 154-163.
    12. Mark Pritchard & Theresa Wilson, 2018. "Building corporate reputation through consumer responses to green new products," Journal of Brand Management, Palgrave Macmillan, vol. 25(1), pages 38-52, January.
    13. Santos, Glauber Eduardo de Oliveira & Giraldi, Janaina de Moura Engracia, 2017. "Reciprocal effect of tourist destinations on the strength of national tourism brands," Tourism Management, Elsevier, vol. 61(C), pages 443-450.
    14. Yuen, Tsunwai Wesley & Nieroda, Marzena & He, Hongwei & Park, Yunseul, 2021. "Can dissimilarity in product category be an opportunity for cross-gender brand extension?," Journal of Business Research, Elsevier, vol. 135(C), pages 348-357.
    15. Cao, Lanlan & Manthiou, Aikaterini & Ayadi, Kafia, 2022. "Extension and customer reaction on sharing economy platforms: The role of customer inertia," Journal of Business Research, Elsevier, vol. 144(C), pages 513-522.
    16. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    17. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    18. Stylos, Nikolaos & Bellou, Victoria & Andronikidis, Andreas & Vassiliadis, Chris A., 2017. "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists," Tourism Management, Elsevier, vol. 60(C), pages 15-29.
    19. Yoo, Jungmin, 2024. "Can consumer engagement on social media affect brand extension success? The case of luxury fashion brands and restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    20. Mahnaz Mansoor & Justin Paul, 2022. "Consumers' choice behavior: An interactive effect of expected eudaimonic well‐being and green altruism," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 94-109, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:19:y:2022:i:8:p:4540-:d:790270. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.