Cross-Cultural Model of Customer-Based Brand Equity for a Tourism Destination

The IUP Journal of Brand Management, Vol. XI, No. 1, March 2014, pp. 30-46

19 Pages Posted: 24 Sep 2014 Last revised: 27 Sep 2014

See all articles by Maja Konecnik Ruzzier

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Bostjan Antoncic

University of Ljubljana

Mitja Ruzzier

University of Primorska

Date Written: September 19, 2014

Abstract

The purpose of the paper is to present a cross-cultural model of the customer-based brand equity for a tourism destination, encompassing four proposed dimensions — awareness, image, quality and loyalty. Previous research findings on the concept of measurement invariance are employed in the empirical investigation of the proposed model, which is tested on two competitive European tourism destinations (Slovenia and Austria) from the perspective of two culturally heterogeneous tourist groups (Germans and Croatians). The results of the cross-cultural model imply that the model is robust and cross-culturally comparable because neither the selected tourism destination nor the potential tourists’ evaluations exert an impact on the dimensions of the construct proposed in the paper. The results at different levels indicate that the conditions for configural and metric invariance are fully satisfied, whereas the conditions for scalar invariance are partially satisfied.

Suggested Citation

Konecnik Ruzzier, Maja and Antoncic, Bostjan and Ruzzier, Mitja, Cross-Cultural Model of Customer-Based Brand Equity for a Tourism Destination (September 19, 2014). The IUP Journal of Brand Management, Vol. XI, No. 1, March 2014, pp. 30-46. Available at SSRN: https://ssrn.com/abstract=2498376

Maja Konecnik Ruzzier (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

Bostjan Antoncic

University of Ljubljana ( email )

Dunajska 104
Ljubljana, 1000
Slovenia

Mitja Ruzzier

University of Primorska ( email )

Cankarjeva 5
Koper, SI-6000
Slovenia

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