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 b...