Al-Azzam, Abdel Fattah and Md Salleh, Salniza (2012) The direct effect of predictor variables on destination brand loyalty in Jordan. In: 3rd International Conference on Business and Economic Research (3rd ICBER 2012), 12-13 March 2012, Golden Flower Hotel, Bandung, Indonesia.

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Abstract

The literature on destination branding indicates lack of empirical data that evaluate the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, very little is known about the relationship between destination brand awareness, destination brand image, destination brand quality, destination perceived value and destination brand loyalty. This study, based on the theory of Brand Equity (TBE), has the following objective: to identify the direct and significant influence of destination brand awareness, destination brand image, destination brand quality, and destination perceived value on destination brand loyalty. To achieve the objectives of this study, data were collected from 700 participants, yielding approximately 86% response rate. Multiple regression analysis was performed to investigate the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. Results show significant and positive relationships between destination brand awareness, destination brand image, destination brand quality, destination brand promotion and destination brand loyalty. Furthermore, implications of this work and directions for future research are discussed.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	ISBN: 978-967-5705-05-2
Uncontrolled Keywords:	destination branding, destination brand loyalty, destination brand awareness, destination brand image, destination brand quality, destination perceived value and tourism industry.
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Business Management
Depositing User:	Dr. Salniza Md. Salleh
Date Deposited:	21 Oct 2014 03:14
Last Modified:	19 Apr 2016 02:38
URI:	https://repo.uum.edu.my/id/eprint/12252

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