Developing a Brand Structure Pyramid Model for Travel Related Online Social Networks

Albert Barreda
Khaldoon Nusair, University of Central Florida
Anil Bilgihan
Fevzi Okumus, University of Central Florida


The aim of this paper is to develop a comprehensive model that combines brand awareness, brand image, brand emotional attachment, brand evaluation and also shows how these constructs affect e-loyalty through the use of travel-related online social network (OSN) websites.