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The Influence of Customer-Based Brand Equity on Destination Loyalty in Malaysian Urban Destinations

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A destination that possess a positive brand equity and strong competitiveness attributes will have an advantage over its competitors in attracting a bigger share of the tourism market. This study seeks to evaluate the customer-based brand equity (CBBE) of selected urban destinations in Malaysia and also to examine the relationship between the different dimensions of CBBE and destination loyalty. Results from a regression analysis confirm the positive relationships between CBBE attributes and destination loyalty.
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Keywords: CUSTOMER-BASED BRAND EQUITY; DESTINATION BRANDING; DESTINATION LOYALTY; DESTINATION MARKETING; URBAN DESTINATIONS

Document Type: Research Article

Publication date: May 15, 2019

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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