Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience Prados Peña, María Belén Barrio García, Salvador Del Brand equity Brand extension Brand attitude Brand credibility Experience Destination brand equity M30 M31 M37 This study was funded by Campus of International Excellence BioTic Granada (grant number 20F12/43), and 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. 2021-10-21T12:03:16Z 2021-10-21T12:03:16Z 2021-09 info:eu-repo/semantics/article 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] http://hdl.handle.net/10481/71030 10.1016/j.iedeen.2021.100153 eng http://creativecommons.org/licenses/by-nc-nd/3.0/es/ info:eu-repo/semantics/openAccess Atribución-NoComercial-SinDerivadas 3.0 España Elsevier