Inggang Perwangsa Nuralam, Wirawan Dony Dahana, Erose Sthapit, Brian Garrod, Muhamad Robith Alil Fahmi, Jeetesh Kumar
This study examines the relationship between destination brand familiarity, perceived quality, destination brand image, and overall brand equity using the customer-based brand equity framework. Employing a quantitative approach with partial least squares structural equation modeling, data were collected from 271 respondents using a convenience sampling technique. The findings indicate that brand familiarity and perceived quality significantly influence destination brand image, which positively affects overall brand equity. In addition, destination brand image mediates the effects of brand familiarity and perceived quality on brand equity. The findings underscore the critical role of branding elements in shaping consumer perceptions and loyalty. This study contributes to the existing literature related to destination brand equity by offering empirical evidence from an emerging tourism market and provides practical insights for destination marketers and policymakers to enhance branding strategies and strengthen competitive positioning. © 2025 The Author(s). International Journal of Tourism Research published by John Wiley & Sons Ltd.
Marketing and Business Administration, Faculty of Administrative Science, Universitas Brawijaya, Malang, Indonesia; Graduate School of Economics, Osaka University, Suita, Japan; Department of Marketing, International Business and Tourism, Manchester Metropolitan University, Manchester, United Kingdom; Faculty of Administrative Sciences, Universitas Brawijaya, Malang, Indonesia; School of Hospitality and Tourism Management, Sunway University, Bandar Sunway, Malaysia; School of Management, Swansea University, Bay Campus, Swansea, United Kingdom; Faculty of Social Sciences & Leisure Management, Centre for Asian Modernisation, Sustainable Tourism Impact Lab, Taylor's University, Subang Jaya, Malaysia
