Brand personality, brand equity and revisit intention: an empirical study of a tourist destination in Iran

Reza Salehzadeh, Javad Khazaei Pool, Samaneh Soleimani

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)

Abstract

Purpose: The purpose of this paper is to examine how brand personality and brand equity affect intentions to revisit a city tourism destination. Design/methodology/approach: Statistical population of this research consisted of those visitors who traveled to Pool city in Iran during Spring 2015. A structural equation model test with maximum likelihood estimation was performed to test the relationship among the research variables using 367 participants. Findings: The empirical results from the structural model suggest that brand personality and brand equity positively influenced revisit intention. Furthermore, brand personality was a direct antecedent of brand equity. Originality/value: An integrated model of brand personality, brand equity and revisit intention was tested in a tourism city in the context of a developing economy. The combination of a developing country context and the significance of destination brand enhance the contextual contribution of the paper.
Original languageEnglish
Pages (from-to)205-218
Number of pages14
JournalTourism Review
Volume71
Issue number3
DOIs
Publication statusPublished - 1 Jan 2016
Externally publishedYes

Keywords

  • Brand equity
  • Brand personality
  • Revisit intention
  • Tourism

Fingerprint

Dive into the research topics of 'Brand personality, brand equity and revisit intention: an empirical study of a tourist destination in Iran'. Together they form a unique fingerprint.

Cite this