Building heritage brand equity through social media sales promotion: The role of Power Distance
Metadatos
Mostrar el registro completo del ítemAutor
Crespo Almendros, Esmeralda; Prados Peña, María Belén; Porcu, Lucía; Alcántara Pilar, Juan MiguelEditorial
Wiley
Materia
Brand equity Discount Heritage tourism Power distance Social network
Fecha
2023-01-07Referencia bibliográfica
Crespo‐Almendros, E., Prados‐Peña, M. B., Porcu, L., & Alcantara Pilar, J. M. (2023). Building heritage brand equity through social media sales promotion: The role of Power Distance. International Journal of Tourism Research.
Patrocinador
Andalusian Program for R&D, Grant/AwardNumber: P20-01021Resumen
This paper aims to look into the moderating effect of individual's cultural characteristics—Power Distance—on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed. The results of a quasi-experimental 2×2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on the formation of brand equity of a heritage tourist site; a lesser effect of online price discounts than free gifts; the moderating role of Power Distance on the formation of brand equity.