Building heritage brand equity through social media sales promotion: The role of Power Distance

被引：9

作者：

Crespo-Almendros, Esmeralda ^{[1
]}

Belen Prados-Pena, Ma ^{[1
]}

Porcu, Lucia ^{[1
]}

Alcantara Pilar, Juan Miguel ^{[2
]}

机构：

[1] Univ Granada, Dept Mkt & Market Res, Campus Cartuja S-N, Granada 18071, Spain

[2] Univ Granada, Fac Educ Econ & Technol Ceuta, Dept Mkt & Market Res, Ceuta, Spain

来源：

INTERNATIONAL JOURNAL OF TOURISM RESEARCH | 2023年 / 25卷 / 03期

关键词：

brand equity; discount; gift; heritage tourism; power distance; social networks; LONG-TERM IMPACT; PRICE PROMOTIONS; DIMENSIONS; CULTURE; IMAGE;

D O I：

10.1002/jtr.2569

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper aims to look into the moderating effect of individual's cultural characteristics-Power Distance-on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed. The results of a quasi-experimental 2x2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on the formation of brand equity of a heritage tourist site; a lesser effect of online price discounts than free gifts; the moderating role of Power Distance on the formation of brand equity.

引用

页码：305 / 317

页数：13

共 50 条

[31] Customer Engagement through Love and Trust: Building Brand Equity in the Retail Industry
Javed, Sana
Billah, Usamah Iyyaz
RETAIL AND MARKETING REVIEW, 2022, 18 (01): : 25 - 41
[32] Increasing shareholder value through building Customer and Brand Equity
Bick, Geoffrey
JOURNAL OF MARKETING MANAGEMENT, 2009, 25 (1-2) : 117 - 141
[33] Social media marketing and hospital brand equity: An empirical investigation
Al-Hasan, Abrar
INFORMATION DEVELOPMENT, 2024,
[34] Assessing the Influence of Social Media Functionalities on Consumer Brand Equity
Mosunmola, Akinbode
Kehinde, Oladele
Mayowa, Agboola
2018 9TH INTERNATIONAL CONFERENCE ON E-EDUCATION, E-BUSINESS, E-MANAGEMENT AND E-LEARNING (IC4E 2018), 2018, : 48 - 54
[35] How trust moderates social media engagement and brand equity
Chahal, Hardeep
Rani, Anu
JOURNAL OF RESEARCH IN INTERACTIVE MARKETING, 2017, 11 (03) : 312 - 335
[36] THE MEDIATING ROLE OF SEGMENTATION IN SOCIAL MEDIA MARKETING AND BRAND EQUITY: A STUDY IN FOOD AND BEVERAGE INDUSTRY
Azmi, Ilhaamie Abdul Ghani
INTERNATIONAL JOURNAL OF ECONOMICS MANAGEMENT AND ACCOUNTING, 2023, 31 (02): : 439 - 468
[37] The role of social media and brand equity during a product recall crisis: A shareholder value perspective
Hsu, Liwu
Lawrence, Benjamin
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2016, 33 (01) : 59 - 76
[38] Demystifying the effect of social media usage and eWOM on purchase intention: the mediating role of brand equity
Khan, Zebran
Khan, Ariba
Kamalun Nabi, Mohammed
Khanam, Zeba
JOURNAL OF ECONOMIC AND ADMINISTRATIVE SCIENCES, 2024,
[39] Food Quality and Price Promotion as Key Success Factors for Building Strong Brand Equity
Hanaysha, Jalal Rajeh
Loon, Lee Khai
Abu Bakar, Zahari
ADVANCED SCIENCE LETTERS, 2017, 23 (09) : 8877 - 8881
[40] Role of brand equity in building a strong brand: a study of cellular phone industry in India
Kathuria, Lalit Mohan
Luthra, Nitesh
INTERNATIONAL JOURNAL OF INDIAN CULTURE AND BUSINESS MANAGEMENT, 2010, 3 (06) : 623 - 644

← 1 2 3 4 5 →