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
收藏
页码：305 / 317
页数：13
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