Title

Creating Brand Equity When Using Travel-Related Online Social Network Web Sites

Keywords

Brand awareness; brand equity; brand image; brand knowledge; OSN Web sites; Web site interactivity

Abstract

Based on an empirical analysis, the author offers an online social network (OSN), user-based brand equity framework, for application in business branding efforts and investigation. The author finds novel elements of brand equity that should be contemplated by travel researchers and practitioners. Elements of brand equity produced from literature review are portrayed in theoretical relationships. The proposed model is examined with data collected from travel-related OSN Web site users in the United States. Findings authenticate the validity and reliability of the designed theory-driven framework.

Publication Date

10-27-2014

Publication Title

Journal of Vacation Marketing

Volume

20

Issue

4

Number of Pages

365-379

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1177/1356766714532465

Socpus ID

84908119924 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84908119924

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