Added Value Of A Destination Brand Name Calculated By Crimmins'S Method

Keywords

Added value; Brand value; Consumer-based brand equity (CBBE); Destination; Orlando; Price

Abstract

There are many different value concepts in the current literature. This research note tests the viability of Crimmins's method of calculating additional value of a brand name for a destination product as opposed to its competitors. A large data set from an online survey is analyzed to investigate the additional value of a destination brand: Orlando in comparison with some competitor destinations in the US. Results show that Crimmins's method may actually be useful to calculate the additional value of a destination brand name compared to other destinations offering similar offerings.

Publication Date

1-1-2016

Publication Title

Tourism Analysis

Volume

21

Issue

6

Number of Pages

669-673

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.3727/108354216X14713487283327

Socpus ID

84996655415 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84996655415

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