The direct effect of predictor variables on destination brand loyalty in Jordan

• Main Authors: Al-Azzam, Abdel Fattah, Md Salleh, Salniza
• Format: Conference or Workshop Item
• Language: English
• Published: 2012
• Subjects: HF Commerce
• Online Access: http://repo.uum.edu.my/12252/1/2209141258.pdf; http://repo.uum.edu.my/12252/; http://www.internationalconference.com.my
• Institution: Universiti Utara Malaysia

The literature on destination branding indicates lack of empirical data that evaluate the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, very little is known about the relationship between destination brand awareness, destination brand image, destination brand quality, destination perceived value and destination brand loyalty. This study, based on the theory of Brand Equity (TBE), has the following objective: to identify the direct and significant influence of destination brand awareness, destination brand image, destination brand quality, and destination perceived value on destination brand loyalty. To achieve the objectives of this study, data were collected from 700 participants, yielding approximately 86% response rate. Multiple regression analysis was performed to investigate the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. Results show significant and positive relationships between destination brand awareness, destination brand image, destination brand quality, destination brand promotion and destination brand loyalty. Furthermore, implications of this work and directions for future research are discussed.