Building brand equity through industrial tourism

Chow, Hsueh-Wen; Ling, Guo-Jie; Yen, I-Yin; Hwang, Kuo-Ping

doi:10.1016/j.apmrv.2016.09.001

Cited by 51 publications

(60 citation statements)

References 46 publications

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“…Firstly, a new highly profitable and well controlled channel is opened; and secondly brand equity is increased in terms of three dimensions: awareness, perceived quality and image. That is also in line with previous research (Chow et al, 2017). This two effects then result in higher volume sales and higher revenues for the company.…”

Section: Discussion and Managerial Implicationssupporting

confidence: 93%

“…Industrial tourism originally referred to visiting factories of the closed enterprises, but later, operating businesses got involved in this kind of tourism as they realised it helps them show tourists company spirit and provide them entertainment and knowledge about the manufacturing process by participating in handson activities. That way tourists get interested and bonded to a given brand (Mitchell & Orwig, 2002, Chow et al, 2017Chien, Wu, and Huang, 2018). Therefore, Sidali et al (2015) building on the experience economy theory, stress how rural entrepreneurs and policy makers can market food specialties and rural regions (such as Parmigiano Reggiano) to the post-modern consumer by opening food museums, in which a romantic view of agriculture prevails.…”

Section: The Importance Of Getting Involved In Experiential Industriamentioning

confidence: 99%

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Branding Traditional and Natural Products by Providing Tourist Experience: What Are the Effects

Komen¹,

Oštrić²

2019

Tourism in Southern and Eastern Europe

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The mission of this research is to analyze how small producers of natural and traditional products can strengthen their position in the market and bring positive change to themselves and their stakeholders by establishing a brand and making it stronger through storytelling, organic certification and providing tourist experience. The study was approached inductively, by applying in-depth multiple source analysis on an identified exemplar case. The results show that creating a brand story and getting and presenting organic label are important factors for the market success, but yield limited results without consumers having the opportunity to experience the brand and its story. Producers of natural and traditional products are adviced to think of ways of how to provide consumer experience and how to get consumers in touch with their products, i.e. how to turn a non touristic business into a touristic one. This will have the strongest effect on their own sales, but will also benefit the other stakeholders the most.

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Section: Discussion and Managerial Implicationssupporting

confidence: 93%

Section: The Importance Of Getting Involved In Experiential Industriamentioning

confidence: 99%

Branding Traditional and Natural Products by Providing Tourist Experience: What Are the Effects

Komen¹,

Oštrić²

2019

Tourism in Southern and Eastern Europe

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“…al. (2015) and Chow et. al (2017) have indicated that satisfied customers are contributing to the brand performance of the business.…”

Section: Research Modelmentioning

confidence: 98%

The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance - Brand Loyalty

Unurlu

2019

ije

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Bu çalışmanın amacı marka performansının kafa karışıklığı ile marka sadakati arasındaki ilişki üzerinde ve belirsizlikten kaçınma ile marka sadakati arasındaki ilişki üzerindeki aracılık etkisinin olup olmadığını test etmektir. Önerilen kavramsal model 437 katılımcıdan elde edilen verilerle test edilmiştir. Yapılan analizler sonucunda marka performansının kafa karışıklığı ile marka sadakati arasındaki ilişki üzerinde tam aracılık etkisinin olduğu ve belirsizlikten kaçınma ile marka sadakati arasındaki ilişki üzerinde ise kısmi aracılık etkisi olduğu sonucuna ulaşılmıştır. Ayrıca analizler neticesinde belirsizlikten kaçınmanın marka performansı üzerindeki değişkenliğin %28'ini, kafa karışıklığının marka performansı üzerindeki değişkenliğin %14'ünü ve marka performansının marka sadakatindeki değişkenliğin %81'ni açıkladığı tespit edilmiştir. Diğer taraftan kafa karışıklığının marka sadakatini direk olarak etkilemediği ve kafa karışıklığının marka sadakatini marka performansı üzerinden etkilediği sonucuna ulaşılmıştır.

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“…When it comes to brand equity, brand awareness plays the most crucial role [5,14,44] and is the first step to creating brand equity [45]. High brand awareness signals a high brand's presence and a sense of familiarity to target consumers [46] that can influence consumers' choices toward particular products.…”

Section: Brand Awareness (Ba)mentioning

confidence: 99%

What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries

et al. 2019

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Although brand sustainability is found essential for brand survival, establishing it has remained challenging. Brand sustainability requires a strong association between brand equity and consumer values. The current study attempts to discover critical components involved that may influence Indonesian and Taiwanese consumers to purchase smartphones such as Apple and High-Tech Computer Corporation (HTC). Primary data collection was conducted to gather data through an online field survey. Following a quantitative approach, structural equation modeling (SEM) was used to examine the link between research constructs and the proposed hypotheses based on two samples of 202 and 217 respondents in Taiwan and Indonesia, respectively. Results represent significant and non-significant direct influences underlining the significance of perceived quality and brand preferences when testing brand equity effects on how consumers value different brands. While price premium is found to be the most influential factor that shapes the formation of purchase intention for Apple brands among both Taiwanese and Indonesian consumers, perceived quality is also affecting Taiwanese brand preference for HTC. Furthermore, prestige value is revealed to be a predictor of brand preference among Indonesian HTC consumers. Research findings have important implications for decision-makers to motivate purchase intentions of smartphone users toward specific brands. The insights provided by the findings will assist marketers in developing brand strategies that influence Taiwanese and Indonesian consumers’ purchases of Apple or HTC products.

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Building brand equity through industrial tourism

Cited by 51 publications

References 46 publications

Branding Traditional and Natural Products by Providing Tourist Experience: What Are the Effects

Branding Traditional and Natural Products by Providing Tourist Experience: What Are the Effects

The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance - Brand Loyalty

What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries

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