Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience

Artikel

This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: European Research on Management and Business Economics (ERMBE) ; ISSN: 2444-8834 ; Volume: 27 ; Year: 2021 ; Issue: 3 ; Pages: 1-14

Classification and Topics

• Classification: Management ; Marketing and Advertising: General ; Marketing ; Advertising
• Subject: Brand equity ; Brand extension ; Brand attitude ; Brand credibility ; Experience ; Destination brand equity

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Prados-Peña, M. Belén ; del Barrio-García, Salvador
• Event: Veröffentlichung
• (who): Elsevier
• (where): Amsterdam
• (when): 2021

Further information

• DOI: doi:10.1016/j.iedeen.2021.100153
• Last update: 10.03.2025, 11:41 AM CET