Customer-based brand equity: The Effect of Destination Image on Preference for Products Associated with a Destination Brand

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dc.contributor.authorLim, Yu Mien
dc.contributor.committeechairWeaver, Pamela A.en
dc.contributor.committeememberMcCleary, Ken W.en
dc.contributor.committeememberMcGehee, Nancy G.en
dc.contributor.departmentHospitality and Tourism Managementen
dc.date.accessioned2014-03-14T20:36:19Zen
dc.date.adate2009-06-11en
dc.date.available2014-03-14T20:36:19Zen
dc.date.issued2009-04-28en
dc.date.rdate2009-06-11en
dc.date.sdate2009-05-11en
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
dc.description.degreeMaster of Scienceen
dc.identifier.otheretd-05112009-112030en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-05112009-112030/en
dc.identifier.urihttp://hdl.handle.net/10919/32588en
dc.publisherVirginia Techen
dc.relation.haspartylim_thesis_2009.pdfen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectdestinationen
dc.subjectbrandingen
dc.subjectbrand extensionen
dc.subjectdestination imageen
dc.subjectcustomer-based brand equityen
dc.titleCustomer-based brand equity: The Effect of Destination Image on Preference for Products Associated with a Destination Branden
dc.typeThesisen
thesis.degree.disciplineHospitality and Tourism Managementen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.levelmastersen
thesis.degree.nameMaster of Scienceen

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