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

--Maja Konecnik Ruzzier, Bostjan Antoncic and Mitja Ruzzier

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.

© 2014 IUP. All Rights Reserved.

An Analytical Study of Spillover Effect of Different Branding Elements on Customer-Based Brand Equity

--Smritishikha Choudhury and Rinalini P Kakati

The purpose of this study is to identify spillover relationship of different branding elements on Customer-Based Brand Equity (CBBE). The study proposes an analytical approach for measuring CBBE. The approach takes into account five different branding elements—brand uniqueness, brand imagery, brand performance, brand loyalty and brand resonance—and evaluates the spillover effect of the branding elements. Structural equation modeling technique is used to find the spillover effect of different branding elements on brand equity measured by brand resonance. The findings reveal that the impact of brand loyalty and brand performance is significant in influencing the brand equity of durable sector.

© 2014 IUP. All Rights Reserved.

Determinants of Customer Loyalty: A Study in the Context of Private Label
Apparel Stores in India

--Chirag B Rathod and Nishithkumar H Bhatt

The highly competitive environment in India, with the advantage of organized retail growth, has produced the need for loyal consumers for each store. In order to be competitive, retailers must identify the determinants of customer loyalty and the perceived importance of such determinants to the consumer. The organized retail chains are involved in qualitative store brand promotion in all categories of products through their multi-chain outlets and innovative format strategies. This paper investigates the perceived importance of consumer loyalty with reference to apparel shopping. It further investigates the determinants of loyalty in the organized apparel retail store context. A sample of 220 apparel shoppers was surveyed using a self-administered questionnaire. To test the importance of determinants of loyalty, the binary logit model was used. The findings contribute to framework development and organizing strategy for apparel stores.

© 2014 IUP. All Rights Reserved.