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The causal relationships between components of customer-based brand equity for a destination: Evidence from South Korean tourists in Danang city, Vietnam

Vinh Tran, Quynh Nga Vo Thi and Nguyen Phuc Nguyen ()

MPRA Paper from University Library of Munich, Germany

Abstract: The main purpose of this study is to examine the causal relationships between components of customer-based brand equity for a tourist destination. We have collected data from 252 South Korean tourists in Danang City and tested some hypotheses by applying structural equation modeling (SEM). Results show that: (1) destination brand awareness has a significant and positive effect on destination brand image, but not on destination perceived quality and destination brand loyalty; (2) destination brand image has positive and direct influences on destination perceived quality and destination brand loyalty; and (3) destination perceived quality has significant positive impacts on destination brand loyalty. Lastly, these findings have managerial implications for decision makers.

Keywords: Customer-based brand equity; Destination; South Korean tourist; Danang. (search for similar items in EconPapers)
JEL-codes: C0 C01 M31 (search for similar items in EconPapers)
Date: 2020-04-23
New Economics Papers: this item is included in nep-ipr, nep-sea and nep-tur
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Published in Asian Economic and Financial Review 7.4(2017): pp. 358-367

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