The Effect of Customer Engagement and Brand Advocacy on Brand Value Co-creation

Endang Rini () and Beby Sembiring
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Endang Rini: Universitas Sumatera Utara
Beby Sembiring: Universitas Sumatera Utara

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 912-918 from Springer

Abstract: Abstract Integrated efforts and strategies are needed to promote tourism; thereby, branding plays an important role in imaging a tourism destination and becomes one of the important indicators in determining the success and image of a tourist area. Furthermore, branding can integrate strategic elements in a single formula to create characteristics and a positive image and increase the competitive advantage to achieve regional goals. Branding can be used as a differentiator or identity for a product, including tourism. The research was conducted for a year with a quantitative approach. The population in this study was tourists who visited Lake Lau Kawar, North Sumatra, to spend their free time. The number of populations in this study was not clearly known and the sample size was 210 respondents online and offline. All data were analyzed using Structural Equation Model (SEM). This study aims to investigate the effect of Customer Engagement, Brand Advocacy on Brand Value Co-Creation in Lake Lau Kawar, North Sumatra.

Keywords: Customer engagement; Brand advocacy; Brand value co-creation (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_114

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DOI: 10.2991/978-94-6463-008-4_114

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