Refinement and Validation of a Multidimensional Destination Brand Equity Scale for Inbound and Outbound Chinese Travelers: A Cross-National Perspective

Hyun, Martin Yongho; Kim, Hyeon‐Cheol

doi:10.1177/0047287519888296

Cited by 12 publications

(10 citation statements)

References 106 publications

(310 reference statements)

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“…With prior studies examining tourism ethnocentrism for tourists and residents’ tourism behaviour, tourism ethnocentrism in domestic travel and gastronomy experience remains unexplored. Finally, as single country studies provide limited understanding about tourist behavior in different countries and unique culture (Sharma et al , 2020c), researchers have called for a cross-national examination to better understand behaviour in the context of tourism as many studies provide detailed insights (Mulvey et al , 2020; Hyun and Kim, 2020). Additionally, Ashraf et al (2014) has also cautioned researchers against using a single country context which attempts to understand individuals’ adoption behaviour.…”

Section: Introductionmentioning

confidence: 99%

Exploring consumers’ domestic gastronomy behaviour: a cross-national study of Italy and Fiji

Singh

Ferraris

Sharma

2022

IJCHM

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Purpose The purpose of this study is to explore the factors affecting locals’ domestic gastronomic behaviour. A conceptual framework is developed that examines domestic restaurant coolness, social return and tourism ethnocentrism as antecedents to attitude towards domestic gastronomic tourism, while positive word-of-mouth and domestic gastronomy behaviour are modelled as consequences. Design/methodology/approach The study adopts a quantitative methodology to conduct a cross-national examination in Italy and Fiji. A total of 621 responses (Italy = 302 and Fiji = 319) were collected through an online survey and analysed using covariance-based structural equation modelling. Findings The results of this study show that the positive relationship between domestic restaurant coolness and tourism ethnocentrism on attitude is stronger for Italy. The positive relationship between social return and attitude is only significant for Fiji. Moreover, the positive relationship between attitude towards domestic gastronomic tourism and positive word-of-mouth is stronger for Fiji. Finally, the positive relationship between attitude towards domestic gastronomic tourism and domestic gastronomic tourism behaviour, while significant in both countries, depicted no significant differences in results. Practical implications The findings of this study highlight the need for building a cool image based on vibrant, iconic, rebellious and authentic attributes. Marketers need to focus on local restaurants’ effective use of social media platforms to increase the symbolic value of local restaurants. To remain competitive, there is a need for domestic restaurants to manage and understand tourism ethnocentrism to leverage success. Originality/value This study contributes to the scarce domestic tourism literature. It contributes to understanding destination coolness in the context of domestic restaurants and increases the generalisability of the destination coolness scale. The study also adds to understanding the symbolic value in domestic gastronomy by examining social returns from peers. It also contributes to the limited research on tourism ethnocentrism by being the first to investigate tourism ethnocentrism in domestic travel and gastronomy experience. Overall, the cross-national nature of the study demonstrates the difference between decision-making behaviour between two distinct countries.

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Section: Introductionmentioning

confidence: 99%

Exploring consumers’ domestic gastronomy behaviour: a cross-national study of Italy and Fiji

Singh

Ferraris

Sharma

2022

IJCHM

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“…With that said, we also need to consider that EFA and CFA are not identical and that the measurement model extends beyond the four product meaning dimensions to include the variables of customer satisfaction, WOM, purchase intention and price premium. The chosen practice has been followed by other researchers, as well, including Hyun and Kim (2019). The statistical package SPSS AMOS 21 was used to perform the CFA allowing the constructs in the model to correlate in order to estimate overall fit and psychometric properties of each latent construct.…”

Section: Resultsmentioning

confidence: 99%

Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry

Papadimitriou

Apostolopoulou

Branvold

et al. 2020

IJSMS

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PurposeBuilding on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the Greek sport market. The secondary goal was to examine the extent to which product meanings can predict favorable sport consumer behaviors.Design/methodology/approachData were collected from football and basketball fans of the two biggest professional sport clubs in Greece. A total of 255 Greek fans completed the surveys. Data were analyzed using exploratory and confirmatory factor analysis and structural equation modeling.FindingsThe findings uncovered a 14-item solution to capture the meanings attached to sport licensed products in the Greek market, including four factors-sources: experience, socialization, aesthetics and locality. Meanings related to aesthetics and experience significantly and positively predicted customer satisfaction, word-of-mouth communication, purchase intention and willingness to pay a price premium for licensed products of one's favorite team.Practical implicationsFrom a practical standpoint, this study shows that sport licensed products need to be positioned in the market based on their aesthetic quality. Also, communication plans that associate these products with opportunities for unique experiences, relationships with other fans and a connection to one's local community can drive sales, especially in less developed sport markets such as Greece.Originality/valueThis research contributes to existing literature by highlighting the prominent role of the aesthetic appeal of team licensed products as well as the experience of sport consumers as sources of meaning and value for the owners of those products.

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“…How has brand equity been measured and how should it be moving forward? Yoo and Donthu (2001), Pappu et al (2005) and Netemeyer et al (2004) are the most popular measures of brand equity; however, the inadequacy of the prior existing scales (Christodoulides et al, 2015) has sparked a recent increase of new brand equity scales (Baalbaki and Guzm an, 2016;El-Adly and ELSamen, 2018;Gorbatov et al, 2021;Hyun and Kim, 2020;Ishaq, 2021;Kristal et al, 2016;Wang et al, 2018). Scholars have begun to address the dynamic and pluralistic nature of the concept in search for a scale that captures the underrepresented intricacies of present times.…”

Section: Systematic Literature Review Of Brand Equitymentioning

confidence: 99%

Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward

Parris¹,

Guzmán

2022

JPBM

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Purpose This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore how in these papers they have been defined, measured and examined, and propose how they should move forward in an era where brands are expected to be “socially and socio-politically conscious.” Design/methodology/approach For each concept a systematic literature review is conducted. In doing so, the definitions, antecedents, outcomes and measures for each concept were accessed and synthesized. Findings The systematic literature reviews provide a “state-of-the-art” snapshot of each concept and collectively demonstrate there is no consensus on the independence and interdependence of these dynamic multidimensional concepts. Based on the recommended process in the measurement literature, an evolved definition of each concept is proposed. In addition to the corresponding research directions presented in the moving forward sections of each systematic literature review, common research avenues emerged. Originality/value This paper acknowledges these three branding concepts as dynamic (i.e. evolving over time), systemically reviews and synthesizes the extant literature, and provides a path forward to defining, measuring and exploring brand equity, brand loyalty and brand image in the present era where brands are expected to be socially and socio-politically conscious with responsibilities to the planet, people and profit.

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Refinement and Validation of a Multidimensional Destination Brand Equity Scale for Inbound and Outbound Chinese Travelers: A Cross-National Perspective

Cited by 12 publications

References 106 publications

Exploring consumers’ domestic gastronomy behaviour: a cross-national study of Italy and Fiji

Exploring consumers’ domestic gastronomy behaviour: a cross-national study of Italy and Fiji

Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry

Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward

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