Authors
M. Belén Prados-Peña, Salvador Del Barrio-García
Publication date
2021/6
Journal
European Research on Management and Business Economics
Volume
27
Issue
3
Pages
100153
Publisher
Elsevier
Description
This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.
Total citations
Scholar articles
MB Prados-Peña, S Del Barrio-García - European Research on Management and Business …, 2021
MBP Peña, S del Barrio García - European Research on Management and Business …, 2021