Interpersonal influence and destination brand equity perceptions

Abstract

Purpose

This study seeks to examine the effect of two types of social influence, normative and informational, on travelers' perceptions of a destination's brand equity.

Design/methodology/approach

A brand equity measurement model, previously developed for a tangible product brand, is applied and validated in the context of a destination brand. The structural model is then estimated to test the effects of normative and informational influence on brand equity.

Findings

Normative but not informational influence has a significant effect on brand equity perceptions.

Originality/value

The empirical results help to strengthen the claim that branding principles can be readily generalized to tourism destinations.

Citation

Evangelista, F. and Dioko, L.A.N. (2011), "Interpersonal influence and destination brand equity perceptions", International Journal of Culture, Tourism and Hospitality Research, Vol. 5 No. 3, pp. 316-328. https://doi.org/10.1108/17506181111157005