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The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan

Destination branding literature generally lacks empirical data evaluating the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, little is known about the relationship between destination brand awareness, destination brand image, destinatio...

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Main Author: Al-Azzam, Abdel-Fattah Mahmoud Iswed
Format: Thesis
Language:English
English
Published: 2012
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/3499/1/s92363.pdf
https://etd.uum.edu.my/3499/8/s92363.pdf
https://etd.uum.edu.my/3499/
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spelling my.uum.etd.34992022-04-10T06:04:44Z https://etd.uum.edu.my/3499/ The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan Al-Azzam, Abdel-Fattah Mahmoud Iswed HF5415.33 Consumer Behavior. Destination branding literature generally lacks empirical data evaluating the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, little is known about the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. To fill this gap, this study examined the relationships between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination brand loyalty. Based on the Theory of Brand Equity, this study had the following objectives: (1) to identify the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination brand loyalty; (2) to examine the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination perceived value; and (3) to determine the mediating effect of destination perceived value on the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion with destination brand loyalty. The data was collected at Jerash, Petra, and the Dead Sea, Jordan, during November and December 2010. Of the 700 tourists participating in the 54-questions, face-to-face intercept survey, 600 or about 86% responded. After dropping incomplete questionnaires, 550 usable responses were analyzed using SPSS. Multiple regression analysis was performed to investigate the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. Results showed significant, positive relationships between destination brand awareness, destination brand image, destination brand quality, destination brand promotion and destination brand loyalty. However, the study found no significant relationships between destination brand image and destination perceived value. Finally, destination perceived value was found to mediate the relationship between destination brand awareness, destination brand quality, destination brand promotion, and destination brand loyalty. 2012-05 Thesis NonPeerReviewed text en https://etd.uum.edu.my/3499/1/s92363.pdf text en https://etd.uum.edu.my/3499/8/s92363.pdf Al-Azzam, Abdel-Fattah Mahmoud Iswed (2012) The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan. PhD. thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Al-Azzam, Abdel-Fattah Mahmoud Iswed
The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
description Destination branding literature generally lacks empirical data evaluating the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, little is known about the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. To fill this gap, this study examined the relationships between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination brand loyalty. Based on the Theory of Brand Equity, this study had the following objectives: (1) to identify the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination brand loyalty; (2) to examine the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination perceived value; and (3) to determine the mediating effect of destination perceived value on the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion with destination brand loyalty. The data was collected at Jerash, Petra, and the Dead Sea, Jordan, during November and December 2010. Of the 700 tourists participating in the 54-questions, face-to-face intercept survey, 600 or about 86% responded. After dropping incomplete questionnaires, 550 usable responses were analyzed using SPSS. Multiple regression analysis was performed to investigate the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. Results showed significant, positive relationships between destination brand awareness, destination brand image, destination brand quality, destination brand promotion and destination brand loyalty. However, the study found no significant relationships between destination brand image and destination perceived value. Finally, destination perceived value was found to mediate the relationship between destination brand awareness, destination brand quality, destination brand promotion, and destination brand loyalty.
format Thesis
author Al-Azzam, Abdel-Fattah Mahmoud Iswed
author_facet Al-Azzam, Abdel-Fattah Mahmoud Iswed
author_sort Al-Azzam, Abdel-Fattah Mahmoud Iswed
title The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
title_short The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
title_full The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
title_fullStr The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
title_full_unstemmed The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
title_sort direct and indirect effect of predictor variables on destination brand loyalty in jordan
publishDate 2012
url https://etd.uum.edu.my/3499/1/s92363.pdf
https://etd.uum.edu.my/3499/8/s92363.pdf
https://etd.uum.edu.my/3499/
_version_ 1731228140056870912
score 13.211869

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