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The tourists' decision to visit the desired destination stems from an image created in their minds because of the marketing strategies of their destination. A lack of research regarding factors influencing tourist destination visit intention calls for further investigation of how tourist evaluates available destination. Using the opinions of 338 UAE nationals and a partial least squares-structural equation modeling (PLS) approach, this study empirically examines the impact of destination brand equity (i.e. destination brand image, destination brand awareness, destination brand loyalty and destination brand quality) and destination brand authenticity (Continuity, Credibility, Integrity, Symbolism) on tourists' intention to visit. The results revealed that both the constructs (i.e. destination brand equity and destination brand authenticity) significantly influence tourists' destination visit intention. The current study aims to address a vexing question of making a good memory of the tourists' destination and bringing more unexpected positive experiences. This study further provides some theoretical and managerial implications for the improvement of the tourism industry. [ABSTRACT FROM AUTHOR]

Luxury is exclusive, expensive and provides social recognition. There is an emergence of masstige brands in Indian economy and also globally. Masstige brands are expressed as new luxury different from the traditional luxury though distinction needs more clarity. The current empirical study is from masstige consumer perspective and is exploratory in nature for understanding perceptions of Indian consumers through brand associations toward masstige brands in comparison to luxury brands based on free association method. Data was collected from 54 respondents. It is identified that masstige brands can be differentiated from luxury brands along functional, financial, social as well as individual brand values. The findings may be useful for masstige brands' marketers to develop promotional strategies. [ABSTRACT FROM AUTHOR]

The purpose of the study was to examine the influence of web interactivity and brand experience on the perceived brand value of guest houses, and ultimately, affective commitment toward guest houses. A questionnaire was used to collect data from guest house customers, yielding a total of 300 responses suitable for analysis. Structural Equation Modeling was used to test the hypotheses. The results revealed that web interactive elements of social interactivity, active control and synchronicity positively influence brand awareness, however, both social interactivity and active control influence brand image. Results also confirmed that brand awareness influences brand image. Brand experience and brand image also had an influence on perceived brand value, with the latter influencing affective commitment. Guesthouses owners are recommended to have websites that allow two-way communication. Websites should also have embedded features such as effective navigation tools which allow for active control. [ABSTRACT FROM AUTHOR]

This study scrutinizes the influence of sport sponsorship on brand equity in South Africa. It examines the impact and contribution of brand awareness, brand image, brand loyalty and perceived quality resulting from sports sponsorship. The objective was also to understand the influence of sponsorship fit between event and sponsor on brand awareness and brand image. To date, extant research has been conducted in the developed world, mainly in the United States, Europe and Asia. Investigations of sports sponsorship in Africa are sparse. Marshaling the sports sponsorship and brand equity literature, the results show that sponsorship has a major role to play in building brand awareness and brand image. An important and unexpected finding is that the perceived appropriate fit between the sponsor and the sport event has a negative influence on brand awareness and brand image. The implications and recommendations are then discussed. [ABSTRACT FROM AUTHOR]

Consumers are using social media platform to gain and share knowledge on brands. In the virtual environment, consumers are exposed to various online reviews on brands that leave an impression of brands on the minds of the consumers. The present study combines Yale attitude change model and attribution theory to examine the effects of credible online reviews on brand equity dimensions. The present study views, through the lens of Yale attitude change model, the various factors that affect credibility evaluation of online reviews. Further, attribution theory is used as the theoretical backbone to analyze the effects of credible online reviews on brand equity dimensions and finally on purchase intention. This study uses structural equations modeling (SEM) to investigate the impact of online credible reviews on customer based brand equity (CBBE) dimensions and its consequence on consumer behavior (purchase intention). Results indicate that source and review quality are the most important factors that affect consumer's credibility evaluation of a review. Online credible reviews have more significant impact on brand awareness, perceived value and organizational associations and thus leads to consumer's purchase intention in the context of consumer electronic products in India. [ABSTRACT FROM AUTHOR]