A multidimensional customer-based brand equity and its application to religious events: The case of Mazu

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Title: A multidimensional customer-based brand equity and its application to religious events: The case of Mazu
Author: Lin, Hsing-Hui
Abstract: This study aimed to verify the perception of customer -based brand equity (CBBE ) by measuring event brands within an integrated model and to apply brands based on visitors’ perspectives . The structural equation modeling (SEM ) technique was conducted to examine the hypothesized model of which confirmatory factor analysis (CFA ) served to analyze the measurement model and a theoretical model was established to examine the model fit . Questionnaires were analyzed (N = 504 ) , results indicated that the pattern obtained a high internal consistency among all model constructs and a powerful explanation of the variance was found . Brand loyalty was based on value , which was indirectly affected , by image and quality . This information may be useful to event organizers and sponsors in branding and operating tourists’ destinations . More importantly , the brand of Taichung Mazu Event can be constructed to be a powerful tourism product that diversifies the product mix in Taichung City .
URI: http : / /hdl .handle .net /2346 /45295
Date: 2011-12

Citation

A multidimensional customer-based brand equity and its application to religious events: The case of Mazu. Doctoral dissertation, Texas Tech University. Available electronically from http : / /hdl .handle .net /2346 /45295 .

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