Smooth Sailing?: Passengers' Assessment of Cruise Brand Equity

Autor:	Juline E. Mills, Alecia C. Douglas, Kelly Virginia Phelan
Rok vydání:	2010
Předmět:	Marketing Brand preference business.industry Brand awareness media_common.quotation_subject Cruise Advertising Brand loyalty Brand management Brand extension Tourism Leisure and Hospitality Management Quality (business) Brand equity Psychology business media_common
Zdroj:	Journal of Travel & Tourism Marketing. 27:649-675
ISSN:	1540-7306 1054-8408
DOI:	10.1080/10548408.2010.519300
Popis:	This study proposes and tests the influence of the cruise ship brand equity model on behavioral intentions by utilizing the constructs of brand loyalty, image, awareness, message, and perceived quality. The study found overall that brand loyalty and perceived quality were most influential on the behavioral intentions of cruise passengers. Specifically, repeat purchase intentions, the likelihood of recommending the brand to others, and brand preference were found to be significant in the model. The finding is consistent with extant literature which credits brand loyalty with being the most influential variable on cruise passenger's behavioral intentions. Brand image was the most highly correlated construct with behavioral intentions and was found to lack discriminant validity although theory distinguishes the two as separate constructs. The results from this study may be useful to cruise line corporations, particularly in formulating successful marketing campaigns and in encouraging relationship b...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8981bcef8b53b1b2debc1d27e1861f01 https://doi.org/10.1080/10548408.2010.519300 Zobrazit plný text záznamu