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dc.contributor.authorLim, Yu Mien_US
dc.date.accessioned2014-03-14T20:36:19Z
dc.date.available2014-03-14T20:36:19Z
dc.date.issued2009-04-28en_US
dc.identifier.otheretd-05112009-112030en_US
dc.identifier.urihttp://hdl.handle.net/10919/32588
dc.description.abstractDue to highly competitive destination markets, destination branding techniques are becoming popular among destination marketers. The destination marketers tend to leverage their destination brand value to other products associated with the destination brand (referred to as brand extension). This thesis investigated how customer-based brand equity for a tourist destination can be transferred to products associated with a destination brand. Specifically, the effect of destination image on preference for products associated with a destination brand was investigated. The relationship between destination image, consisting of a cognitive component and an affective component, and preference for products associated with the destination brand was examined. Also, the relationship between tourists' destination preference and preference for products associated with a destination brand was investigated. Both cognitive image and affective image of destination are positively related with preference for products associated with a destination brand. It is revealed that preference for destination is also positively related to preference for products associated with a destination.en_US
dc.publisherVirginia Techen_US
dc.relation.haspartylim_thesis_2009.pdfen_US
dc.rightsI hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to Virginia Tech or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report.en_US
dc.subjectdestinationen_US
dc.subjectbrandingen_US
dc.subjectbrand extensionen_US
dc.subjectdestination imageen_US
dc.subjectcustomer-based brand equityen_US
dc.titleCustomer-based brand equity: The Effect of Destination Image on Preference for Products Associated with a Destination Branden_US
dc.typeThesisen_US
dc.contributor.departmentHospitality and Tourism Managementen_US
dc.description.degreeMaster of Scienceen_US
thesis.degree.nameMaster of Scienceen_US
thesis.degree.levelmastersen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineHospitality and Tourism Managementen_US
dc.contributor.committeechairWeaver, Pamela A.en_US
dc.contributor.committeememberMcCleary, Ken W.en_US
dc.contributor.committeememberMcGehee, Nancy G.en_US
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-05112009-112030/en_US
dc.date.sdate2009-05-11en_US
dc.date.rdate2009-06-11
dc.date.adate2009-06-11en_US


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