Conceptual Framework of Brand Image for Tourism Industry: Tourism Management and Advertisement as Moderators

Latif, Wasib Bin; Islam, Md. Aminul; Mohamad, Mahadzirah; Kongsompong, Kritika; Rahman, Abdur

doi:10.18488/journal.31/2016.3.1/31.1.1.9

Cited by 12 publications

(12 citation statements)

References 7 publications

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“…In a travel setting, Latif et al (2015) find that brand image distinguishes the brand messages of competitive brands in a continuously changing market. Similarly, Quintal et al (2014) indicate that brand image includes ideas and assessments regarding positive characteristics of a tourist place.…”

Section: Brand Imagementioning

confidence: 99%

The impact of social media activities on brand image and emotional attachment

Barreda

Nusair

Wang

et al. 2020

JHTT

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Purpose The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories. Design/methodology/approach The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling. Findings The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively. Research limitations/implications Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies. Practical implications Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment. Social implications This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors. Originality/value The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.

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Section: Brand Imagementioning

confidence: 99%

The impact of social media activities on brand image and emotional attachment

Barreda

Nusair

Wang

et al. 2020

JHTT

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“…Researchers 52 have thus focused on the consumer-centric approach of brand equity. The most cited work of Aaker 53 has defined CBBE as "a set of assets (and liabilities) linked to a brand's name and symbol that add to (or subtract from) the value provided by a product or service to a firm and/or that firm's customers."…”

Section: Customer-based Brand Equity (Cbbe)mentioning

confidence: 99%

“…The firms can thus understand their consumers’ expectations and delight them 50, 51 . Researchers 52 have thus focused on the consumer-centric approach of brand equity.…”

Section: Literature Reviewmentioning

confidence: 99%

CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India

Sharma

Jain

2019

Metamorphosis: A Journal of Management Research

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This study is aimed towards understanding the effect of perceived CSR initiatives (PCSRI) on brand loyalty, and consumer based brand equity (CBBE) in Indian sportswear market. This study was conducted on a group of respondents in Delhi NCR region. Different categories of sportswear brands were chosen for an adequate representation of market share, price and country of origin. The findings indicate that positive and direct relationships exist between PCSRI and consumer trust, PCSRI and brand loyalty; PCSRI and CBBE; consumer trust and brand loyalty; consumer trust and CBBE; brand loyalty and CBBE. The study contributes to the existing literature in understanding the role of PCSRI in building brand loyalty, consumer trust and CBBE. The study will help managers in implementing action plans for enhancing brand loyalty and CBBE in Indian sportswear industry.

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“…Furthermore, the brand image also allied with the reputation and credibility (Wijaya, 2013). Latif et al (2015) indicated that brand image contribute important role in developing brand equity. By comparing the traditional and modern food truck, the modern food truck image is found more visible and recognizable (Loomis, 2013).…”

Section: Brand Imagementioning

confidence: 93%