Building heritage brand equity through social media sales promotion: The role of Power Distance

被引：7

作者：

Crespo-Almendros, Esmeralda ^{[1
]}

Belen Prados-Pena, Ma ^{[1
]}

Porcu, Lucia ^{[1
]}

Alcantara Pilar, Juan Miguel ^{[2
]}

机构：

[1] Univ Granada, Dept Mkt & Market Res, Campus Cartuja S-N, Granada 18071, Spain

[2] Univ Granada, Fac Educ Econ & Technol Ceuta, Dept Mkt & Market Res, Ceuta, Spain

来源：

INTERNATIONAL JOURNAL OF TOURISM RESEARCH | 2023年 / 25卷 / 03期

关键词：

brand equity; discount; gift; heritage tourism; power distance; social networks; LONG-TERM IMPACT; PRICE PROMOTIONS; DIMENSIONS; CULTURE; IMAGE;

D O I：

10.1002/jtr.2569

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper aims to look into the moderating effect of individual's cultural characteristics-Power Distance-on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed. The results of a quasi-experimental 2x2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on the formation of brand equity of a heritage tourist site; a lesser effect of online price discounts than free gifts; the moderating role of Power Distance on the formation of brand equity.

引用

页码：305 / 317

页数：13

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