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portada Measuring the Brand Equity of Puerto Rico as a Destination Brand
Type
Physical Book
Author
Publisher
Language
English
Pages
148
Format
Paperback
Dimensions
22.9 x 15.2 x 0.9 cm
Weight
0.23 kg.
ISBN13
9786203839821
Categories

Measuring the Brand Equity of Puerto Rico as a Destination Brand

Marta Almeyda-Ibáñez (Author) · LAP Lambert Academic Publishing · Paperback

Measuring the Brand Equity of Puerto Rico as a Destination Brand - Almeyda-Ibáñez, Marta

New Book Imported to Taiwan
Delivery: 03 Sep - 11 Sep Shipping: 13 to 14 business days.
NT$ 2,308
NT$ 2,308

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Synopsis "Measuring the Brand Equity of Puerto Rico as a Destination Brand"

Destinations are developing their branding strategies aimed to differentiate themselves and to attract more tourists; Puerto Rico is one of these destinations. The objectives of this quantitative study were to validate a customer-based brand equity model based in the consumer perception, measure the brand equity of Puerto Rico as a destination brand, and develop branding recommendations for the destination. In this study the brand equity was measured through five dimensions: performance, social image, price/value, trustworthiness, and identification/attachment. An online survey was done using a consumer panel where participants have visited Puerto Rico. The data analysis used Structural Equation Modeling to determine the influences between the dimensions and used the Kolmogorov-Smirnov test to analyze if the elapsed time since respondents visited the destination had an impact on their perception. Puerto Rico obtained a brand equity score of 5.39. Due to the nature of the brand equity concept, the United States Virgin Islands was selected as the destination brand to which Puerto Rico was compared.

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