The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan

Destination branding literature generally lacks empirical data evaluating the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, little is known about the relationship between destination brand awareness, destination brand image, destinatio...

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Main Author:	Al-Azzam, Abdel-Fattah Mahmoud Iswed
Format:	Thesis
Language:	eng eng
Published:	2012
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/3499/1/s92363.pdf https://etd.uum.edu.my/3499/8/s92363.pdf
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id	my-uum-etd.3499
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Md Salleh, Salniza
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Al-Azzam, Abdel-Fattah Mahmoud Iswed The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
description	Destination branding literature generally lacks empirical data evaluating the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, little is known about the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. To fill this gap, this study examined the relationships between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination brand loyalty. Based on the Theory of Brand Equity, this study had the following objectives: (1) to identify the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination brand loyalty; (2) to examine the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination perceived value; and (3) to determine the mediating effect of destination perceived value on the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion with destination brand loyalty. The data was collected at Jerash, Petra, and the Dead Sea, Jordan, during November and December 2010. Of the 700 tourists participating in the 54-questions, face-to-face intercept survey, 600 or about 86% responded. After dropping incomplete questionnaires, 550 usable responses were analyzed using SPSS. Multiple regression analysis was performed to investigate the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. Results showed significant, positive relationships between destination brand awareness, destination brand image, destination brand quality, destination brand promotion and destination brand loyalty. However, the study found no significant relationships between destination brand image and destination perceived value. Finally, destination perceived value was found to mediate the relationship between destination brand awareness, destination brand quality, destination brand promotion, and destination brand loyalty.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Al-Azzam, Abdel-Fattah Mahmoud Iswed
author_facet	Al-Azzam, Abdel-Fattah Mahmoud Iswed
author_sort	Al-Azzam, Abdel-Fattah Mahmoud Iswed
title	The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
title_short	The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
title_full	The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
title_fullStr	The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
title_full_unstemmed	The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan
title_sort	direct and indirect effect of predictor variables on destination brand loyalty in jordan
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2012
url	https://etd.uum.edu.my/3499/1/s92363.pdf https://etd.uum.edu.my/3499/8/s92363.pdf
_version_	1747827587015507968
spelling	my-uum-etd.34992022-04-10T06:04:44Z The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan 2012-05 Al-Azzam, Abdel-Fattah Mahmoud Iswed Md Salleh, Salniza Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Destination branding literature generally lacks empirical data evaluating the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, little is known about the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. To fill this gap, this study examined the relationships between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination brand loyalty. Based on the Theory of Brand Equity, this study had the following objectives: (1) to identify the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination brand loyalty; (2) to examine the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination perceived value; and (3) to determine the mediating effect of destination perceived value on the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion with destination brand loyalty. The data was collected at Jerash, Petra, and the Dead Sea, Jordan, during November and December 2010. Of the 700 tourists participating in the 54-questions, face-to-face intercept survey, 600 or about 86% responded. After dropping incomplete questionnaires, 550 usable responses were analyzed using SPSS. Multiple regression analysis was performed to investigate the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. Results showed significant, positive relationships between destination brand awareness, destination brand image, destination brand quality, destination brand promotion and destination brand loyalty. However, the study found no significant relationships between destination brand image and destination perceived value. Finally, destination perceived value was found to mediate the relationship between destination brand awareness, destination brand quality, destination brand promotion, and destination brand loyalty. 2012-05 Thesis https://etd.uum.edu.my/3499/ https://etd.uum.edu.my/3499/1/s92363.pdf text eng public https://etd.uum.edu.my/3499/8/s92363.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Aaker, D., & Joachimsthaler, E. (2000). 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