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The measurement of brand orientation, its performance impact, and the role of leadership in the context of destination branding: An exploratory study

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As a result of the increasingly competitive global marketplace, many tourism destinations have turned to branding to improve their performance. However, although marketing scholars have begun to examine the transferability and contribution of marketing tools to destination marketing, relatively little attention has been given to the concept of brand orientation. Drawing on previous empirical work, this study uses path modelling to develop a reliable and valid multidimensional measure of brand orientation in the context of destination branding and examines its relationship to brand performance and brand leadership by senior management. The findings from a sample of CEOs and directors in 90 destination marketing organisations suggest that destination brand orientation consists of five dimensions – brand culture, departmental coordination, brand communication, stakeholder partnership, and brand reality – and has a strong, positive impact on brand performance. The findings also suggest that leadership by senior management is an important determinant of destination brand orientation.

Keywords: brand leadership; brand orientation; brand performance; destination brands; partial least squares

Document Type: Research Article


Affiliations: London Metropolitan University, UK

Publication date: July 1, 2012

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