دانلود رایگان مقاله انگلیسی ارزش برند مبتنی بر مصرف کننده (CBBE) در چارچوب مقصد توقف بین المللی - الزویر 2018

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عنوان فارسی

ارزش برند مبتنی بر مصرف کننده (CBBE) در چارچوب مقصد توقف بین المللی: دیدگاهی از دبی در فرانسه و استرالیا

عنوان انگلیسی

Consumer-based brand equity (CBBE) in the context of an international stopover destination: Perceptions of Dubai in France and Australia

صفحات مقاله فارسی

0

صفحات مقاله انگلیسی

10

سال انتشار

2018

نشریه

الزویر - Elsevier

فرمت مقاله انگلیسی

PDF

نوع مقاله

ISI

نوع نگارش

مقالات پژوهشی (تحقیقاتی)

رفرنس

دارد

پایگاه

اسکوپوس

کد محصول

E9960

رشته های مرتبط با این مقاله

مدیریت

گرایش های مرتبط با این مقاله

بازاریابی

مجله

مدیریت گردشگری - Tourism Management

دانشگاه

Zayed University - Dubai - United Arab Emirates

کلمات کلیدی

CBBE، متوقف کردن، بازاریابی مقصد، برندینگ مقصد، تصویر مقصد، دبی، حمل و نقل طولانی

doi یا شناسه دیجیتال

https://doi.org/10.1016/j.tourman.2018.06.019

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چکیده

ABSTRACT

There has been limited published research examining travellers’ perceptions of international stopover destinations. This manuscript reports the modelling of consumer-based brand equity (CBBE) for Dubai, the first CBBE study to do so in the context of a stopover destination. Dubai has emerged relatively recently as a stopover destination option during long haul travel between UK/Europe and Australia/South Pacific, to rival traditional destinations such as Hong Kong and Singapore. The CBBE model was tested using survey data from samples of consumers in two geographically distant markets; France (n = 365) and Australia (n = 403). The findings suggest destination brand awareness, destination brand image and destination brand value are positively related to attitudinal destination loyalty. However, destination brand quality was not positively associated with loyalty. As a relatively new stopover destination for long haul travellers, Dubai is perceived more positively by previous visitors than those who have never visited the destination.

نتیجه گیری

Discussion and implications

This study tested a model of CBBE, in the context of an international stopover destination, in two geographically disparate markets. There has been limited research into the relationship between consumers’ perceptions (cognition) of a destination and their likelihood of visiting (conation). The theory of CBBE has been shown to be useful for modelling this, and since 2006 there has been a growing number of destination CBBE applications, based on a hierarchy of components proposed by Aaker (1991, 1996) and Keller (2003). This study applied a model of CBBE for Dubai as a stopover destination for consumers in France and Australia; testing four components of CBBE (brand awareness, brand image, brand quality, brand value) and their relationship with attitudinal loyalty as the dependent variable. The data supported three of the four hypotheses in the proposed model. While there were mixed results for Dubai as an emerging stopover destination, an important finding was that perceptions were significantly more positive for those who had previously visited the emirate.

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