search query: @indexterm Transport / total: 508
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| Author: | Douglas, A.C. Mills, J.E. Phelan, K.V. |
| Title: | Smooth sailing?: Passengers' assessment of cruise brand equity |
| Journal: | Journal of Travel & Tourism Marketing
2010 : OCT-NOV, VOL. 27:7 p. 649-675 |
| Index terms: | transport leisure marketing image quality |
| Language: | eng |
| Abstract: | This research paper proposes and tests the effect of the cruise ship brand equity model on behavioral intentions by exploiting the constructs of brand loyalty, image, awareness, message and perceived quality. Brand loyalty and perceived quality are overall found to be most influential on the behavioral intentions of cruise passengers. Specifically, repeat purchase intentions, the likelihood of recommending the brand to others, and brand preference are found to be remarkable in the model. Brand image is the most highly correlated construct with behavioral intentions and is found to lack discriminant validity though theory distinguishes the two separate constructs. |
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