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Assessment of destination brand asso...

Chen, Xu.

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Assessment of destination brand associations: An application of Associative Network Theory and network analysis methods.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Assessment of destination brand associations: An application of Associative Network Theory and network analysis methods./
作者:	Chen, Xu.
面頁冊數:	155 p.
附註:	Source: Dissertation Abstracts International, Volume: 71-10, Section: A, page: 3789.
Contained By:	Dissertation Abstracts International71-10A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3419259
ISBN:	9781124189581

Assessment of destination brand associations: An application of Associative Network Theory and network analysis methods.
Chen, Xu.

Assessment of destination brand associations: An application of Associative Network Theory and network analysis methods. - 155 p.

Source: Dissertation Abstracts International, Volume: 71-10, Section: A, page: 3789.

Thesis (Ph.D.)--Clemson University, 2010.

Recent tourism management research has seen increasing discussions of applying branding concepts into destination marketing. However, brand association and its importance in creating strong and unique brands have not been studied adequately. The purpose of this study was to identify the underlying dimensions that people use to describe destination brands and examine the structural relations of the destination's brand association.

ISBN: 9781124189581Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Assessment of destination brand associations: An application of Associative Network Theory and network analysis methods.
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500 $a Adviser: Sheila J. Backman.
502 $a Thesis (Ph.D.)--Clemson University, 2010.
520 $a Recent tourism management research has seen increasing discussions of applying branding concepts into destination marketing. However, brand association and its importance in creating strong and unique brands have not been studied adequately. The purpose of this study was to identify the underlying dimensions that people use to describe destination brands and examine the structural relations of the destination's brand association.
520 $a Brand association focuses on analyzing the characteristics consumers' knowledge, perceptions and attitudes associated with a brand and how brand associations interact with each other. Research on brand association provides measurement constructs to evaluate branding effectiveness and offers marketing professionals the strategic information to build strong and unique brand identity.
520 $a Through two surveys (n=29) and individual interviews (n=13) using repertory grid method, the study elicited the brand associations of four golf destinations. Applying network analysis methods, the study examined the centralities and cohesion measures of those brand associations. The results identified brand associations that are critical in creating strong brand identities, controlling the activation other brand associations, or complement to each other. The study demonstrated the ability of network analysis in destination brand association research and provided an analytical tool for destination brand management.
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773 0 $t Dissertation Abstracts International $g 71-10A.
790 1 0 $a Backman, Sheila J., $e advisor
790 1 0 $a Backman, Kenneth F. $e committee member
790 1 0 $a Norman, William C. $e committee member
790 1 0 $a Mittelstaedt, John D. $e committee member
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