节日品牌资产对忠诚度的影响:满意度的中介效应

IF 1.7 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Convention & Event Tourism Pub Date : 2022-06-01 DOI:10.1080/15470148.2022.2067606

I. Yen, HungChih “Alvin” Yu

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引用次数: 1

摘要

节日可以利用积极的品牌资产来提高他们在市场上的竞争力，并加强他们与顾客的关系。由于节日品牌资产尚未被广泛研究，本研究旨在1)识别节日品牌资产的组成部分，2)通过考察满意度的中介作用来探讨节日品牌资产对忠诚度的影响。493份问卷的调查结果表明，参与者的忠诚度受到第二级品牌资产的影响，包括品牌意识、品牌形象和感知质量。品牌资产对忠诚度的影响部分被满意度所中介。进一步的学术和实际意义将讨论。

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How festival brand equity influences loyalty: the mediator effect of satisfaction

Abstract Festivals can utilize positive brand equity to enhance their competitiveness in the market and strengthen their relationships with patrons. As festival brand equity has not been extensively studied, this study was designed to 1) identify components of festival brand equity and 2) explore how festival brand equity influences loyalty by examining the mediation effect of satisfaction. Findings from 493 questionnaires suggest participants’ loyalty is influenced by a second-level brand equity, comprising factors of brand awareness, brand image, and perceived quality. The impact of brand equity on loyalty is partially mediated by satisfaction. Further academic and practical implications will be discussed.

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来源期刊

Journal of Convention & Event Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

5.30

自引率

13.60%

发文量

期刊介绍： The Journal of Convention & Event Tourism provides multidisciplinary perspectives on conventions, exhibitions, and events. The journal provides global perspectives on this dynamic industry and encourages international submissions. All papers go through a double blind peer review process resulting in cutting-edge viewpoints on trends, innovations, and research regarding convention and event tourism. In addition, the Journal of Convention & Event Tourism includes conference and book reviews, critical reviews on major issues.