Brand Management at a Local Scale: A Case of ‘Ghost Awareness’

Ruão, Teresa; Marinho, Sandra; Balonas, Sara; Melo, Ana G. S. Duarte; Lopes, Ana

doi:10.1057/crr.2016.7

Cited by 3 publications

(3 citation statements)

References 28 publications

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“…Results show that the value assigned to a destination goes beyond the image associated with that place. Instead, destination branding should be addressed in a more holistic manner, image being one of the multiple drivers, but should also include awareness, perceived quality, and loyalty (Ruão et al, 2016;Saleem et al, 2015).…”

Section: Discussionmentioning

confidence: 99%

“…Perceived quality, associated with the recognition of excellence and the superiority of the brand, also has an impact on brand equity. Unsurprisingly, perceived quality is considered a crucial element when evaluating tourists' experience (Ruão et al, 2016;Saleem et al, 2015). Though important, awareness contributes to brand equity less than the other three dimensions.…”

Section: Discussionmentioning

confidence: 99%

“…Previous empirical research shows that brand awareness contributes to brand value (Oh, 2000;Kwun & Oh, 2004;Ruão, Marinho, Balonas, Melo & Lopes, 2016), and to also to performance (Kim & Kim, 2005;Sˇeric, Gil-Saura & Mikulic, 2016). Awareness was an important dimension in Konecnik's (2006) and Konecnik and Gartner's (2007) brand equity models, producing a significant effect on destination brand experience (Boo et al, 2009).…”

Section: Brand Awarenessmentioning

confidence: 98%

See 2 more Smart Citations

Tourism destination brand Dimensions: An exploratory approach

Veríssimo

Tiago

et al. 2017

Tour. Manag. Stud.

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Recently, researchers have suggested using destination branding as a powerful marketing tool. Despite its apparent value, there appears to be little applied research on this subject that goes beyond the conventional destination brand image, especially regarding research that combines different brand equity dimensions. This study is designed to address this gap, using the islands of Madeira as a unit of research. For this purpose, a survey was undertaken of 321 tourists, in seven hotels at this destination. Respondents were requested to rate the factors for awareness, image, perceived quality, and loyalty, in a method consistent with the brand equity model, using descriptive analyses and a confirmatory factor analysis. The results show that these four dimensions are relevant for the composition of destination brand equity. Even though image shows the greatest impact, the outcome establishes the need to look beyond brand image.Keywords: Brand equity, awareness, image, perceived quality, loyalty, branding destinations. ResumoEstudos recentes defendem a importância da gestão da marca de destinos enquanto ferramenta de marketing. Porém, apesar do seu valor potencial, poucos trabalhos aprofundam a gestão da marca para além do conceito de imagem. Este trabalho contribui para colmatar esta lacuna, utilizando a ilha da Madeira como unidade de análise e contando com a participação de 321 turistas, alojados em sete hotéis. Solicitou-se aos inquiridos a avaliação do destino nas dimensões do modelo de valor de marca, nomeadamente, imagem, notoriedade, qualidade percecionada e fidelização. Os resultados obtidos através das análises descritiva e fatorial confirmatória atestam que o modelo de valor da marca é composto por estas quatro dimensões. Embora a imagem seja uma dimensão importante do modelo, os resultados mostram que a marca de destino depende, igualmente, da notoriedade, da qualidade percecionada e da fidelização. Palavras-chave:Valor de marca, notoriedade, imagem, valor percecionado, fidelização, gestão de marca do destino.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Brand Awarenessmentioning

confidence: 98%

See 1 more Smart Citation

Tourism destination brand Dimensions: An exploratory approach

Veríssimo

Tiago

et al. 2017

Tour. Manag. Stud.

View full text Add to dashboard Cite

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The Impact of Voluntary Recall on the Trust of Loyal and First-Time Consumers in a High Awareness Brand After a Functional Transgression

Freundt

Foschiera

2023

Corp Reputation Rev

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Brand transgressions might put at risk some of companies’ most important achievements: a high awareness brand and loyal customers’ trust. High awareness brands may suffer from the effects of a functional transgression on customers’ trust and perception regarding an organization’s capacity to keep its promises, as well as the relationship developed with loyal customers. A common outcome of a product functional transgression is government intervention asking for a product recall. The voluntary recall is an alternative to handle brand transgressions, but less common than mandatory product recalls. This paper adds to the literature by theoretically discussing and empirically analyzing how the relationship status of a first-time or loyal customer with a high awareness brand affects consumers’ trust after a functional transgression. Additionally, it examines the moderation effect of response to a functional transgression on the relation between trust’s components—competence, integrity, and benevolence. Through an experimental study 2 (company’s response: passive strategy; voluntary product recall) × 2 (relationship: loyal; first-time) × between-subjects design, the findings indicate that after a high awareness brand transgression, loyal consumers perceive greater competence, integrity, and benevolence in the brand than first-time consumers. When a transgression is followed by a passive strategy in which the transgressor company is aware of a malfunction and decides not to take any action to remediate the situation, loyal consumers have higher integrity and benevolence-based trust perception than first-time consumers. As voluntary recall takes place, loyal and first-time consumers’ perceptions of integrity and benevolence increase, and first-time consumers reach the same levels as loyal consumers, which suggests voluntary product recall is an effective trust recovery strategy for a high awareness brand.

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Do Green Attributes of Destination Matter? The Effect on Green Trust and Destination Brand Equity

2022

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Tourism industry is a part of an important sector that contributes to the economic development of any country in an effective way such that the tourism stakeholders are taking efforts to develop sustainable tourism practices in order to preserve the future generation needs and hold their perception towards environment. Extant research on environmental sustainable practices has treated ‘Green’ tourism as local environmental awareness and conservative activities, failing to identify the differences in the way tourist choose destination based on green attributes and how these attributes affects the destination marketing. This study addresses this gap by exploring the relationship among attributes of green tourism and green trust and their impact on destination brand equity. Moreover, an important variable, green washing, is used to measure the moderation effects in the relationships proposed. Analysis was based on a sample of 739 Indian tourists having visited three eco-friendly destinations. Partial least square structural equation modeling (PLS-SEM) technique exhibited the impact of green service attributes (green service delivery and green service support except green service policy) on green trust with significant moderation interaction effects from green washing and finally the consequent affect on destination brand equity.

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Brand Management at a Local Scale: A Case of ‘Ghost Awareness’

Cited by 3 publications

References 28 publications

Tourism destination brand Dimensions: An exploratory approach

Tourism destination brand Dimensions: An exploratory approach

The Impact of Voluntary Recall on the Trust of Loyal and First-Time Consumers in a High Awareness Brand After a Functional Transgression

Do Green Attributes of Destination Matter? The Effect on Green Trust and Destination Brand Equity

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