DEVELOPING AND VALIDATING A MODEL OF TOURISM BRAND EQUITY

Authors

  • Annu Dahiya Panipat Institute of Engineering & Technology, Panipat
  • Sangeeta Panipat Institute of Engineering & Technology, Panipat
  • Rajiv Kumar Haryana School of Business, Hisar

Keywords:

Perceived Quality, Communication Effect, Brand Awareness, Brand Image, Purchase Intention

Abstract

Advertising and advertising media is itself a huge industry that stimulates all other industries whether it is primary, secondary or tertiary sector. Advertising plays a very important role in service sector as it gives opportunity to tangibles the attribute of service that will create positive attitude towards service and decrease the perceived risk here authors concerned with promoting the tourism through advertising. Ministry of India launches many campaigns to make India a strong brand in tourism. A huge budget keeps a side for promoting Indian tourism at domestic as well as international level. Whenever money is invested its result becomes too crucial to measure for two reason- first the effect of invested money and second money is work as magnet for other money so how effectively this money perform his magnetic function. There are number of measures to evaluate the above said performance but this paper focus on specific measure of advertising that is called communication effect or also known as brand equity. Here a scale is designed and validated for measuring the communication effect of advertising and it done with the help of first and second order confirmatory factor analysis. Result shows that hypothetical model with some modifications (five dimensions and forty-four items) have good model fit and fulfill all reliability and validity conditions.

Author Biographies

Annu Dahiya, Panipat Institute of Engineering & Technology, Panipat

Assistant Professor, Department of Management Studies, Panipat Institute of Engineering & Technology, Panipat, Samalkha, Haryana, India.

Sangeeta, Panipat Institute of Engineering & Technology, Panipat

Assistant Professor, Department of Management Studies, Panipat Institute of Engineering & Technology, Panipat, Samalkha, Haryana, India.

Rajiv Kumar, Haryana School of Business, Hisar

Associate Professor, Haryana School of Business, Guru Jambheshwar University of Science and  Technology, Hisar, Haryana, India.

Published

2022-01-01

How to Cite

Dahiya, A., Sangeeta, & Kumar, R. (2022). DEVELOPING AND VALIDATING A MODEL OF TOURISM BRAND EQUITY. Atna Journal of Tourism Studies, 17(1). Retrieved from https://journals.christuniversity.in/index.php/atna/article/view/3044