Tourist Buyer Behavior at Heritage Sights: Is It Interesting to Be a Star ?

Christine Petr ()
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Christine Petr: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article presents an analysis of the impact ofcorporate fame on buyer behavior. Thanks to a comparison of intentions to buy a product when the brand is highly familiar versus less familiar, the objective is to verify if strong brand awareness could have a negative impact onbuyer behavior. Regarding tourists buyer behavior atHeritage Sights, results show that brand awareness is notalways a guarantee of commercial success. In fact, fame isa poor asset: it drives sight-seeing (coming to the heritageplace) but not sight-visiting (consuming cultural products:i.e. the entrance fees, the guided tours, etc). Theimplications on corporate branding are discussed: sincefame and strong brand awareness are not synonymous offirm reputation and favourable brand equity, strategies forgiving contents and sense for famous brands must bedeveloped. Moreover, merchandising actions should bestrengthened to take advantage of the behavioralcompulsory carried by fame.

Keywords: buyer behavior; impact of corporate fame (search for similar items in EconPapers)
Date: 2006
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Published in Society for Marketing Advances, Nashville (Tenessee), 2006

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00094674

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