Exploring Lenggong Valley World Heritage Site’s Brand Equity Dimensions
This study explores the brand equity dimensions of a world heritage destination brand, namely the Lenggong Valley World Heritage Site. The study adopted a survey-based brand equity metrics from a previous study that features 27 brand equity dimensions for products. The 27 dimensions were used as...
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EDP Sciences
2014
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my.usm.eprints.39079 http://eprints.usm.my/39079/ Exploring Lenggong Valley World Heritage Site’s Brand Equity Dimensions Noor, Shuhaida Md Kuthoos, Haja Mydin Abdul P87-96 Communication. Mass media This study explores the brand equity dimensions of a world heritage destination brand, namely the Lenggong Valley World Heritage Site. The study adopted a survey-based brand equity metrics from a previous study that features 27 brand equity dimensions for products. The 27 dimensions were used as the start-off point in exploring the brand equity dimensions for the focal destination brand. The questions were modified to reflect features of heritage destinations. Principal factor analyses were run on data collected from 100 local tourists. The factor analyses yielded 10 factors, namely Trust, Bonding, Service, Acceptability, Value, Heritage, Ambiance, Knowledge, Persistence and Relevance. A new dimension that emerged from the data was value that encompasses both non-financial and financial dimensions. EDP Sciences 2014 Article PeerReviewed application/pdf en http://eprints.usm.my/39079/1/Exploring_Lenggong_Valley_World_Heritage_Site%E2%80%99s_Brand_Equity_Dimensions.pdf Noor, Shuhaida Md and Kuthoos, Haja Mydin Abdul (2014) Exploring Lenggong Valley World Heritage Site’s Brand Equity Dimensions. SHS Web of Conferences, 12 (01085). pp. 1-9. ISSN 2261-2424 http://dx.doi.org/10.1051/shsconf/20141201085 |
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P87-96 Communication. Mass media Noor, Shuhaida Md Kuthoos, Haja Mydin Abdul Exploring Lenggong Valley World Heritage Site’s Brand Equity Dimensions |
description |
This study explores the brand equity dimensions of a world heritage
destination brand, namely the Lenggong Valley World Heritage Site. The study adopted a
survey-based brand equity metrics from a previous study that features 27 brand equity
dimensions for products. The 27 dimensions were used as the start-off point in exploring
the brand equity dimensions for the focal destination brand. The questions were modified
to reflect features of heritage destinations. Principal factor analyses were run on data
collected from 100 local tourists. The factor analyses yielded 10 factors, namely Trust,
Bonding, Service, Acceptability, Value, Heritage, Ambiance, Knowledge,
Persistence and Relevance. A new dimension that emerged from the data was value
that encompasses both non-financial and financial dimensions. |
format |
Article |
author |
Noor, Shuhaida Md Kuthoos, Haja Mydin Abdul |
author_facet |
Noor, Shuhaida Md Kuthoos, Haja Mydin Abdul |
author_sort |
Noor, Shuhaida Md |
title |
Exploring Lenggong Valley World Heritage Site’s Brand
Equity Dimensions |
title_short |
Exploring Lenggong Valley World Heritage Site’s Brand
Equity Dimensions |
title_full |
Exploring Lenggong Valley World Heritage Site’s Brand
Equity Dimensions |
title_fullStr |
Exploring Lenggong Valley World Heritage Site’s Brand
Equity Dimensions |
title_full_unstemmed |
Exploring Lenggong Valley World Heritage Site’s Brand
Equity Dimensions |
title_sort |
exploring lenggong valley world heritage site’s brand
equity dimensions |
publisher |
EDP Sciences |
publishDate |
2014 |
url |
http://eprints.usm.my/39079/1/Exploring_Lenggong_Valley_World_Heritage_Site%E2%80%99s_Brand_Equity_Dimensions.pdf http://eprints.usm.my/39079/ http://dx.doi.org/10.1051/shsconf/20141201085 |
_version_ |
1643709546350247936 |
score |
13.149126 |