Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam

Abstract

Purpose-This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand equity in Hoi An tourism destination, Vietnam, from the perspective of domestic tourists. Design/methodology/approach-Questionnaire data were collected from 319 domestic tourists who have visited Hoi An city. The results of empirical tests using a structural equation model support the research hypotheses. Findings-The results indicate that destination brand awareness has significant, positive effects on destination brand image and destination perceived quality; destination brand image has positive influences on destination perceived quality and destination brand loyalty; destination perceived quality has significant, positive impacts on destination brand loyalty; except for destination brand image, the remaining dimensions have positive and direct impacts on overall destination brand equity. Originality/value-An integrated model of destination brand equity dimensions and overall destination brand equity was tested in a tourism city in the context of a developing economy. Moreover, relevant implications are provided for destination marketers as to how to improve destination brand equity in the tourism industry.

The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty

“…In addition, the third hypothesis, which states that the higher the brand awareness, the higher the brand loyalty, is supported empirically. This result is in line with the studies by (Alkhawaldeh et al, 2017); (Alkhawaldeh and Eneizan, 2018); (Bilgin, 2018); (Das, 2016); (Kim et al, 2018); (Su, 2016); (Su and Chang, 2018); and (Tran et al, 2019). When the customers understood that the coffee shops had quality products and complete facilities, then they would be loyal, recommend, say positive things to others, and make the quality coffee shops to be the first choice among other coffee shops.…”

“…Previous studies show that brand awareness had a positive effect on brand image. (Bilgin, 2018); (Permana and Ilham, 2018) confirmed this finding in packaged drinking water product; (Saleem et al, 2015) in the beverage industry; (Schivinski and Dabrowski, 2015) in social media communication; (Su and Chang, 2018) in the fast fashion industry; and Tran, Nguyen, Tran, Tran, and Huynh (2019) in the tourism industry. Besides, the brand awareness was also found to have a positive effect on brand trust (Bart et al, 2005;Bilgin, 2018;Cassia et al, 2017;Das, 2016;Lee and Jee, 2016;Han et al, 2015).…”

“…Besides, the brand awareness was also found to have a positive effect on brand trust (Bart et al, 2005;Bilgin, 2018;Cassia et al, 2017;Das, 2016;Lee and Jee, 2016;Han et al, 2015). Researches by (Alkhawaldeh et al, 2017); (Alkhawaldeh and Eneizan, 2018); (Bilgin, 2018); (Kim, and Petrick, 2018); (Su and Chang, 2018); (Das, 2016); (Su, 2016); (Tran et al, 2019) also supported that brand awareness had a positive influence on brand loyalty. For this reason, hypotheses that can be formulated are as follows:…”

“…This is evident from the results of researches by (Iskandar and Berlianto, 2018), (Chinomona, 2016); (Lee and Jee, 2016); (Liu et al, 2019) which confirmed that brand image could contribute to increasing the customer trust in product brands. Besides, previous researches found that the brand image also had positive effects on brand loyalty (Alkhawaldeh and Eneizan, 2018;Espinosa et al, 2018;Kim et al, 2018;Lee et al, 2017;Lin et al, 2017;Liu et al, 2019;Semadi and Ariyanti, 2018;Tran et al, 2019). Therefore, hypotheses that can be formulated are as follows: H4: The higher the brand image, the higher the brand trust.…”

Disentangling the role of income level on premium brand perceived quality, awareness, association, and loyalty: A comparative study within Thailand and Indonesia

“…González-Mansilla et al (2019) classified four dimensions of brand equity by combining perspective and behavioral dimensions such as brand awareness, brand associations, the degree of loyalty, and perceived quality. Aaker (1996), Foroudi (2019), Tran et al (2019) and Ahmed et al (2017) defined brand awareness as the salience of the brand in the minds of consumers, so they can distinguish, recognize, or recall the specific brand among many others brand of a certain product category at the moment. Besides, Bari et al (2021) and Sharma et al (2020) defined brand association as a certain memory about persons, symbols, colors that are attached to a brand that get triggered the moment of consumers interact with that particular brand.…”