Building heritage brand equity through social media sales promotion: The role of Power Distance Crespo Almendros, Esmeralda Prados Peña, María Belén Porcu, Lucía Alcántara Pilar, Juan Miguel Brand equity Discount Heritage tourism Power distance Social network 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. 2023-10-30T08:06:53Z 2023-10-30T08:06:53Z 2023-01-07 journal article 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. https://hdl.handle.net/10481/85319 10.1002/jtr.2569 eng open access Wiley