TY  - JOUR
AB  - Purpose This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra.Design/methodology/approach For the purpose of this study, the author uses primary and secondary data on destination attractiveness of Tourism Brand Kurukshetra for a sample of 150 tourists including domestic and international. The study used structural equation modeling and factor weighting methods.Findings The research presents an investigation into the destination attractiveness index of Tourism Brand Kurukshetra in an emerging market, i.e. Kurukshetra. Tourism Brand Kurukshetra from the brand equity perspective is an attractive destination.Practical implications It suggests that the CBBE index of Kurukshetra ought to analyze a longitudinal study to get the proper image of Kurukshetra from a touristic perspective. It provides long-term attractiveness to enhance tourism.Originality/value This is the first brand equity study contributed to branding literature of Tourism Brand Kurukshetra. The index is an accomplished way to present the tourism condition of any destination.
VL  - 26
IS  - 1
SN  - 2254-0644
DO  - 10.1108/JTA-11-2018-0034
UR  - https://doi.org/10.1108/JTA-11-2018-0034
AU  - Rani Pooja
PY  - 2019
Y1  - 2019/01/01
TI  - Customer-based brand equity index of Kurukshetra
T2  - Journal of Tourism Analysis: Revista de Análisis Turístico
PB  - Emerald Publishing Limited
SP  - 48
EP  - 61
Y2  - 2024/04/26
ER  -