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Publication
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| Research Title |
UNRAVELING BRAND COOLNESS EFFECTS ON BRAND LOVE AND BRAND EQUITY: INSIGHT FROM BALI, INDONESIA |
| Date of Distribution |
18 March 2023 |
| Conference |
| Title of the Conference |
CIBES CONFERENCE 2023: The 3RD CURRENT ISSUES IN BUSINESS AND ECONOMIC STUDIES |
| Organiser |
CIBES RESEARCH GROUP |
| Conference Place |
Istanbul Ticaret University |
| Province/State |
Istanbul, Turkey |
| Conference Date |
16 March 2023 |
| To |
18 March 2023 |
| Proceeding Paper |
| Volume |
2023 |
| Issue |
1 |
| Page |
1-8 |
| Editors/edition/publisher |
SOBER PROCEEDINGS |
| Abstract |
This research aims to analyze the relationships between brand coolness, brand love, and brand equity in the context of a tourist destination. Questionnaires were used as the primary instrument to collect data from the 300 domestic tourists who traveled to Bali, Indonesia. Path analysis was utilized in the analysis of the data. The findings of the research showed that brand coolness has an influence on brand love. Additionally, there are both direct and indirect effects of brand coolness on brand equity. Specifically, the indirect effect is mediated by brand love. It is expected that this research will contribute new knowledge to the growing body of literature on tourism marketing and city branding. In addition, the findings of this study can also be utilized to enhance the brand strategies of tourism destinations. |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
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