Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
MetadataShow full item record
Brand equityBrand extensionBrand attitudeBrand credibilityExperienceDestination brand equityM30M31M37
M.B. Prados-Pena and S. Del Barrio-García. Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience. European research on management and business economics 27 (2021) 100153. [https://doi.org/10.1016/j.iedeen.2021.100153]
SponsorshipCampus of International Excellence BioTic Granada 20F12/43; Spanish National Research Program (R+D+i Research Project) ECO2017-88458-R
This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.
Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 España
Showing items related by title, author, creator and subject.