Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/294066 
Year of Publication: 
2021
Citation: 
[Journal:] European Research on Management and Business Economics (ERMBE) [ISSN:] 2444-8834 [Volume:] 27 [Issue:] 3 [Article No.:] 100153 [Year:] 2021 [Pages:] 1-14
Publisher: 
Elsevier, Amsterdam
Abstract: 
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.
Subjects: 
Brand equity
Brand extension
Brand attitude
Brand credibility
Experience
Destination brand equity
JEL: 
M30
M31
M37
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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