Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience

This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level o...

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Autores principales:	M. Belén Prados-Peña, Salvador Del Barrio-García
Formato:	article
Lenguaje:	ES
Publicado:	Elsevier 2021
Materias:	Brand equity Brand extension Brand attitude Brand credibility Experience Destination brand equity Business HF5001-6182
Acceso en línea:	https://doaj.org/article/d901e294bcf34939a7a4ac351923e2fc
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id	oai:doaj.org-article:d901e294bcf34939a7a4ac351923e2fc
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spelling	oai:doaj.org-article:d901e294bcf34939a7a4ac351923e2fc2021-11-14T04:34:38ZKey antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience2444-883410.1016/j.iedeen.2021.100153https://doaj.org/article/d901e294bcf34939a7a4ac351923e2fc2021-09-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2444883421000127https://doaj.org/toc/2444-8834This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.M. Belén Prados-PeñaSalvador Del Barrio-GarcíaElsevierarticleBrand equityBrand extensionBrand attitudeBrand credibilityExperienceDestination brand equityBusinessHF5001-6182ESEuropean Research on Management and Business Economics, Vol 27, Iss 3, Pp 100153- (2021)
institution	DOAJ
collection	DOAJ
language	ES
topic	Brand equity Brand extension Brand attitude Brand credibility Experience Destination brand equity Business HF5001-6182
spellingShingle	Brand equity Brand extension Brand attitude Brand credibility Experience Destination brand equity Business HF5001-6182 M. Belén Prados-Peña Salvador Del Barrio-García Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
description	This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.
format	article
author	M. Belén Prados-Peña Salvador Del Barrio-García
author_facet	M. Belén Prados-Peña Salvador Del Barrio-García
author_sort	M. Belén Prados-Peña
title	Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
title_short	Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
title_full	Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
title_fullStr	Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
title_full_unstemmed	Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
title_sort	key antecedents of brand equity in heritage brand extensions: the moderating role of tourist heritage experience
publisher	Elsevier
publishDate	2021
url	https://doaj.org/article/d901e294bcf34939a7a4ac351923e2fc
work_keys_str_mv	AT mbelenpradospena keyantecedentsofbrandequityinheritagebrandextensionsthemoderatingroleoftouristheritageexperience AT salvadordelbarriogarcia keyantecedentsofbrandequityinheritagebrandextensionsthemoderatingroleoftouristheritageexperience
_version_	1718429928054063104

Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience

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