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| Author: | Lee, J-S. Back, K-J. |
| Title: | Attendee-based brand equity |
| Journal: | Tourism Management
2008 : APR, VOL. 29:2, p. 331-344 |
| Index terms: | brands associations trust expectations brand loyalty |
| Language: | eng |
| Abstract: | Associations are increasingly concerned with attendee behaviors when designing the marketing and management of association meetings. Structural equation analyses indicated that professional education, staff service, site selection and social networking were positively related to brand satisfaction. However, brand awareness was negatively associated with it. Positive relationships existed on each path satisfaction-UEBV (updated expectation of brand value). There are three types of brand trusts: UEBV-brand trust, brand satisfaction-brand trust and trust-attitudinal brand loyalty. Professional education was the strongest brand association to predict brand satisfaction. UEBV served as a partial mediator on the brand satisfaction-brand trust path. |
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