Influences of symbolic capital on destination brand equity

Juran Kim and Joonheui Bae

Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 4, 561-576

Abstract: This study clarifies destination brand equity and examines the effect of destination brand personality on symbolic capital and attitude toward destination brand, and the effect of symbolic capital and attitude on destination brand equity. Using a survey research method, 309 participants from South Korea were recruited. The finding indicated that a well-established destination personality enhanced symbolic capital and positive attitudes toward the destination, leading to higher destination brand equity. This study contributes to the body of knowledge by clarifying the concept of symbolic capital and highlighting the effects of destination brand personality on symbolic capital and attitudes toward destination brands, which in turn lead to destination brand equity. Our findings have practical implications for destination brand marketing strategies, suggesting that these strategies can be made more effective by catering to symbolic capital and destination brand equity.

Date: 2023
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DOI: 10.1080/21639159.2023.2233087

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