Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
Dublin Core
Title
Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
Subject
Brand equity
Brand extension
Brand attitude
Brand credibility
Experience
Destination brand equity
Brand extension
Brand attitude
Brand credibility
Experience
Destination brand equity
Description
This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension’s brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist’s level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.
Creator
M. Belen Prados-Pena, Salvador Del Barrio-García
Source
https://www.sciencedirect.com/journal/european-research-on-management-and-business-economics/vol/27/issue/3
Publisher
Elsevier Espana, S.L.U
Date
24 June 2021
Contributor
Sri Wahyuni
Rights
ISSN: 2444-8834
Format
PDF
Language
English
Type
Text
Coverage
Jurnal Internasional European Research on Management and Business Economics 2021
Files
Collection
Citation
M. Belen Prados-Pena, Salvador Del Barrio-García, “Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience,” Repository Horizon University Indonesia, accessed February 5, 2025, https://repository.horizon.ac.id/items/show/6758.