Brand personality, brand equity and revisit intention: an empirical study of a tourist destination in Iran

Purpose - The purpose of this paper is to examine how brand personality and brand equity affect intentions to revisit a city tourism destination. Design/methodology/approach - Statistical population of this research consisted of those visitors who traveled to Pool city in Iran during Spring 2015. A structural equation model test with maximum likelihood estimation was performed to test the relationship among the research variables using 367 participants. Findings - The empirical results from the structural model suggest that brand personality and brand equity positively influenced revisit intention. Furthermore, brand personality was a direct antecedent of brand equity. Originality/value - An integrated model of brand personality, brand equity and revisit intention was tested in a tourism city in the context of a developing economy. The combination of a developing country context and the significance of destination brand enhance the contextual contribution of the paper.