The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)

Yıl 2020, , 21 - 55, 30.06.2020

Esen Şahin Melis Attar Aboobakr Nıavand

https://doi.org/10.26650/imj.2020.88.0002

Öz

The present empirical research is principally aimed to show the impact of advertisement on the brand equity of Chabahar Free Trade-Industrial Zone (CFZ) of Iran as a tourism destination. The primary data were collected via a 24-item questionnaire possessing a five-point Likert scale. The scales used for the questionnaire were constructed by adapting the expressions used in previous studies. A pilot survey with 20 participants of tourists in CFZ was primarily carried out to examine the suitability of questionnaire structure, content validity, content comprehensiveness, terminology, comprehensibility, convenience, and speed of completing the questionnaire. The statistical population in this study includes all tourists in the CFZ. Since the statistical population is unknown, the probability random sampling technique was used in this study. In total, 384 samples were considered and 155 questionnaires were received. Of the considered questionnaires, 136 valid ones were used for data analysis. To calculate the reliability and ensure the questionnaire’s internal consistency, the Cronbach’s alpha coefficients and composite reliability were utilized. The questionnaire’s validity was verified and approved by the convergent and divergent validity method. In this study, the hypotheses and fitting of the model were examined utilizing structural equation modeling (SEM). Moreover, Smart PLS software was utilize for analyzing the gathered data. In this study, it was proved that advertising has a considerable effect on brand equity. Moreover, the findings showed the importance of advertising in creating brand equity and confirmed that the value of brand equity could be improved by focusing on advertising.

Anahtar Kelimeler

Brand loyalty, Brand Satisfaction, Brand Image, Brand Equity, Brand Awareness, Advertising, Chabahar Free Zone

Destekleyen Kurum

The authors declared that this study has received no financial support.

Kaynakça

• Aaker D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(3), 27–32.
• Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120.
• Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, NY: Free Press.
• Aaker, D. A. (1996). Building strong brands. New York, NY: Free Press. Aaker, D. A., & Biel, A. L. (Eds.). (1993). Advertising and consumer psychology. Brand equity & advertising: Advertising’s role in building strong brands. Hillsdale, NJ, US: Lawrence Erlbaum Associates, Inc.
• Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California Management Review, 42(4), 8–23.
• Aaker, D., (1993). Are brand equity investments really worthwhile? New York: Free Press. Aaker, David A., Joachimsthaler (2000). Brand leadership. New York, NY: Free press.
• Anand, P., Holbrook, M.B., Stephens, D. (1988). The formation of affective judgments: the cognitive affective model versus the independence hypothesis. Journal of Consumer Research, 15, 386–391.
• Anderson, J. C., & Gerbing, D. W. (1984). The effect of sampling error on convergence, improper solutions, and goodness-of-fit indices for maximum likelihood confirmatory factor analysis. Psychometrika, 49, 155–173.
• Archibald, R. B., Haulman, C. A., Moody, C. E., Jr. (1983). Quality, price, advertising, and published quality ratings. Journal of Consumer Research, 9, 347–356.
• Ardndt, J. (1967). Role of product-related conversations in diffusion of a new product. Journal of marketing research, 295–291.
• Atilgan, E., Aksoy, Ş., & Akinici, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Emerald Group publishing limited, 23(3), 237–248. DOI: 10.1108/02634500510597283
• Bagozzi, R. P. (1982). Introduction to the special issue on causal modeling. Journal of Marketing Research, 19, 403. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94.
• Bagozzi, R. P., Yi, Y., & Singh, S. (1991). On the use of structural equation models in experimental designs: two extensions. International Journal of Research in Marketing, 8, 125–140.
• Bailey, R., & Ball, S. (2006). An exploration of the meanings of hotel brand equity. The Service Industries Journal, 26(1), 15–38.
• Baker, M. J., & Cameron. E. (2008). Critical success factors in destination marketing. Tourism and Hospitality Research, 8(2), 79–97.
• Baloglue, S., & Erickson, R. E. (1998). Destination loyalty and switching behavior of travelers a Markov analysis. Tourism Analysis, 2, 119–127.
• Barclay, D. W., Higgins, C. A., & Thompson, R. (1995). The partial least squares (pls) approach to causal modeling: personal computer adoption and use as an illustration. Technology Studies, 2, 285–323
• Barnes, S., Mattsson, J., & Sørensen, F. (2014). Destination brand experience and visitor behavior: Testing a scale in the tourism context. Annals of Tourism Research, 48, 121–139.
• Barss, I., & Baker, M. (2003). Role of advertising on brand equity in the US bank industry. Journal of Advertising Research, 43(4), 346–352.
• Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 22(1), 1–9.
• Belch, G. E., & Belch, M. A. (2003), Advertising and Promotion: An Integrated Marketing Communications Perspective, New York: McGraw-Hill/Irwin.
• Bending, A. W. (1954). Reliability and the number of rating scale categories. Journal of Applied Psychology, 61, 38–40.
• Berry, L. L. (1980). Services marketing is different. Business, 30(3), 24–29.
• Bigné, E., Andreu, L., & Zanfardini, M. (2013). El Valor de la Responsabilidad Social Corporativa en la Equidad de Marca de Destinos Turísticos. Madrid: Editorial Ramón Areces.
• Bigné, E., Sánchez, I., & Sanz, S. (2005). Relationships among residents’ image, evaluation of the stay and post-purchase behaviour. Journal of Vacation Marketing, 11(4), 291–302.
• Blain, C. R. (2001) Destination branding in destination marketing organizations. MBA thesis, University of Calgary.
• Blain, C., Levy, S. E., & Ritchie, R. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(1), 328–338.
• Bland, J. M., & Altman, D. G. (1997). Statistics notes Cronbach’s alpha. British Medical Journal, 314, 572.
• Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30, 219–231.
• Brown, G. (1992). People, Brands, and Advertising, Brown International. New York, NY
• Brush., Thomas H., Artz., & Kendall.W.(1999). Toward a contingent resource-based theory: The impact of information asymmetry on the value of capabilities in veterinary medicine. Journal of Strategic Management, 20(3), 222–250.
• Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97–116.
• Buil, I., Chernatony, L. D., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of business research, 66, 115–122.
• Cai, L. (2002). Cooperative branding for rural destination. Annals of Tourism Research, 29, 720–742.
• Caldwell, N., & Freire, J. (2004). The differences between branding a country, a region and a city:Applying the brand box model. Journal of Brand Management, 12(1), 50–61.
• Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Let, 17(2), 79–90.
• Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267–286.
• Chen C. F., & Chen F.S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tour Manage, 31(1), 29–35.
• Chen, A. C. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management”, 10(6/7), 439–449.
• Chen, C. F., & Tsai, D. (2007). How destination image and evaluate factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122.
• Chin, W. W. (1998). The partial least squares approach for structural equation modeling. in G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–236). London: Lawrence Erlbaum Associates.
• Chu, S., Keh, H. T. (2006). Brand value creation: Analysis of the interbrand-business week brand value rankings. Marketing Letters, 17, 323–331.
• Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25–40.
• Cochran, W.G. (1977). Sampling Techniques. 3rd Edition, John Wiley & Sons, New York. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–324.
• Damnjanovic, V., Kravic, M., & Razek, T. A. (2009). Tourism branding strategy of the mediterranean region. International Journal of Euro-Mediterranean Studies, 2(1), 99–120. Retrieved from http:// www.emuni.si/press/ISSN/1855-3362/2_099-120.pdf
• Davis-Sramek, B., Mentzer, T. J., & Sank, P. T. (2008). Creating Consumer durable retailer Customer loyalty through order fulfillment service operations. Journal of Operations Management, 26(6), 781–797
• Dimanche, F. (2002). The contribution of special events to destination brand equity. In K. W. Wöber (Ed.) City Tourism 2002: Proceedings of European Cities Tourism’s International Conference (pp. 73-80). Vienna: Springer.
• Dioko, L., Harrill, R., & Cardon, P. (2013). The Wit and wisdom of chinese tour guides: A critical tourism perspective. Journal of China Research, 9(1), 27–49.
• Dioko, S., & So, I. (2012). Branding destinations versus branding hotels in a gaming destination Examining the nature and significance of co-branding effects in the case study of Macao. International Journal of Hospitality Management, 31, 554–563.
• Doraszelski, C. R., Clark, M. U., & Draganska. (2009). The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data. Quant Mark Econ, 7, 207–236. DOI 10.1007/s11129-009-9066-z
• Ebrahimzadeh, E., & Aqasizadeh, A. (2009). Effective Factors on Tourism Development in Coastlines of Chabahar using SWOT model, Studies and Researches Quarterly, SWOT, Urban and Regional Strategy, Isfahan University.
• Elliot, S., & Papadopoulos, N. (2006). toward a comprehensive place brand: expanding the measurement of tourism destination image. Sprott School of Business Carleton University.
• Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98–105.
• Eskildsen, J. K., & Kristensen, K. (2005). The consequences of different model specifications when estimating national customer satisfaction indices using PLS. In PLS ’05, Barcelona.
• Esposito-Vinzi, V. (2009). PLS path modeling and PLS regression: a joint partial least squares component-based approach to structural equation modeling. In: IFCS@GFKL – Classification as a Tool for Research (IFCS 2009), University of Technology, Dresden, Dresden, Germany, March 14th, 2009 (Plenary Invited Speaker)
• Esposito Vinzi, V., & Russolillo, G. (2010). Partial least squares path modeling and regression. In E. Wegman, Y. Said, and D. Scott (Eds.), Wiley interdisciplinary reviews: computational statistics. New York: Wiley
• Evan M., Jamal A., & Foxall ,G. (2009). Consumer behavior. 2nd Edition England: John Wiley and Sons, Ltd. Publication.
• Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3), 24–33. Feldwick, P. (1996). Do we really need ‘Brand Equity’? Journal of Brand Management, 4(1), 9–28.
• Flamer, S. (1983). Assessment of the multitrait-multimethod matrix validity of Likert scales via confirmatory factor analysis. Multivariate Behavioral Research, 18, 275–308.
• Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50.
• Fuchs, M., Chekalina, T., & Lexhagen, M. (2012). Destination brand equity modeling and measurement. A summer tourism case from Sweden. In R. H. Tsiotsou & R. E. Goldsmith (Eds.), Strategic marketing in tourism services (pp. 95–115). Wagon Lane Bingley: Emerald Group Publishing Limited.
• Garcia, J. A., Gomez, M. M. A. (2012). A destination-branding model: An empirical analysis based on stakeholders. Tourism Management, 33(3), 646–661.
• Gardner, B. B., & Levy, S. J. (1955, March–April). The product and the brand. Harvard Business Review, 33–39.
• Gartner, W., & Konecnik, M. (2011). Tourism destination brand equity dimensions: Renewal versus repeat market. Journal of Travel Research, 50(5), 471–481.
• Gaski, J. (1984). Theory of power and conflict in channels of distribution. Journal of Marketing, 48, 9–29.
• Gaski, J. F., & Nevin, J. R. (1985). The differential effect of exercised and unexercised power in a marketing channel. Journal of Marketing Research, 22(May), 130–142.
• Gil, R., & Bravo. E., Andre´s. F., & Salinas, M. E. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3),188–199.
• Grace, D., & O’Cass, A. (2003). Childcare services: an exploratory study of choice, switching and search behavior. European Journal of Marketing, 31(1/2), 107–132.
• Grace, D., & O’Cass, A. (2005). An examination of the antecedents of patronage intentions across different retail store formats. Journal of Retailing and Consumer Services, 12, 227–243.
• Grewal, D., Levy, M., & Lehmann, D. R. (2004). Retail branding and customer loyalty: An Overview. Journal of Retailing, 80(4), 9–13.
• Grover, R., Srinivasan, V. (1992). Evaluating the multiple effects of retail promotions on brand loyal and brand switching segments. Journal of Marketing Research, XXIX, 76–89.
• Ha, H. Y. Janda, S., & Muthaly, S. (2010). Development of brand equity: evaluation of four alternative models. The Service Industries Journal, 30(6), 911–928.
• Ha, Y. H., John, J., Janda, S., & Muthaly, S. (2011). The effects of advertising spending on brand loyalty in services. European Journal of Marketing, 45(4), 673–691.
• Hameed, F. (2013). The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality, and Customer Satisfaction: A Case of Hypermarkets. Asian Journal of Business Management, 5, 181–192.
• Hankinson, G. (2005). Destination brand images: A business tourism perspective. J Serv Mark 19(1), 24–32.
• Hankinson, G. (2004). The brand images of tourism destinations: a study of the saliency of organic images. J Prod Brand Manage, 13(1), 24–32.
• Hankinson, G. (2004). The brand images of tourism destinations: a study of the saliency of organic images. J Prod Brand Manage, 13(1), 24–32.
• Hensler, J., & Fassott, G. (2010). Testing moderating effects in PLS path models: An illustration of available procedures. In V. Esposito Vinzi, W. Chin, J. Henseler, and H. Wang (Eds.), Handbook Partial Least Squares. Heidelberg: Springer.
• Hong-Bumm, K., Woo-Gon K., & Jeong A. A. (2003). The effect of consumer-based brand equity on firms’ financial performance. Journal of Consumer Marketing, 20(4), 335–351.
• Horng, J. S., Liu, C. H., Chiu, H. Y., & Tsai, C. Y. (2012). The role of international tourist perceptions of brand equity and travel intention in culinary tourism. The Service Industries Journal, 32(16), 2607–2621.
• Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: an application of branding theories to tourism places. Journal of Business Research, 59(5), 638–642.
• Hsu, C. H., Oh, H., & Assaf, A. G. (2011). A customer-based brand equity model for upscale hotels. Journal of Travel Research, 51(1), 81–93.
• Hsu, C., Oh, H., & Assaf, G. (2012). A customer-based brand equity model for upscale hotels. Journal of Travel Research, 51(1), 81–93.
• Hsu., Li-Tzang (Jane). SooCheong, Jane (Shaw n). (2007). Advertising expenditure, intangible value, and risk: A study of restaurant companies. Elsevier, 87(3), 1-7. https://www.cfzo.ir https://www.freezones.ir
• Huang. R., & Sarigöllü. E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92–99. http://dx.doi.org/10.1016/j. jbusres.2011.02.003
• Hyun, S., & Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. Cornell Hospitality Quarterly, 52(4), 429–437.
• Im, H., Kim, S., Elliot, S., & Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel and Tourism Marketing, 29(4), 385–403.
• Jaakkola, E. (2007). Purchase decision-making within professional consumer services: Organizational or consumer buying behavior? Marketing Theory, 7(1), 93–108.
• Jalilvand, M., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460– 476.
• Jamal, A., & Naser, K. (2002). Customer satisfaction and retail banking: an Assessment of Some of the Key Antecedents of Customer Satisfaction in Retail Banking. International Journal of Marketing, 20(4), 146-160.
• Jang S. C., & Feng, R. (2007). Temporal destination revisit intention: the effects of novelty seeking and satisfaction. Tourism Manage, 28(2), 580-590.
• Kaplan, M., Yurt, O., Guneri, B., & Kurtulus, K. (2010). Branding places: Applying brand personality concept to cities. European Journal of Marketing, 44(9/10), 1286–1304.
• Kasmer, H. (2005), Customer relationship management, customer satisfaction study and a model for improving implementation of the maritime transport sector, Systems Engineering Program of the U.S. prepared YTU FBE Master’s thesis in Industrial Engineering, Istanbul.
• Kayaman, R., & Arasli, H. (2007). Customer based brand equity: Evidence from the hotel industry. Managing Service Quality: An International Journal, 17(1), 92–109.
• Kazemi, M. (2008). Analysis of Perceptions of zahedan citizens in development of tourism in Chabahar. Journal of Geography and Development, 12, 81–100.
• Keller K. L., & Lehmann R., (2008). Structure of survey-based brand metrics. Journal of International Marketing, 16(4), 29–56.
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
• Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, NJ: Prentice Hall.
• Keller, K. L(2003) Strategic Brand Management: Building Measuring and Managing Brand Equity, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ.
• Keller, K. L. (1993). Conceptualize, measuring and managing customer-based brand equity. Journal of Marketing Published by American Marketing Association Stable URL: http://www.jstor.org/ stable/1252054 .57(1): 1-22.
• Kim, J., & Hyum, Y. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial marketing management, 40, 424–438.
• Kim, K. H., Kim, K. S., Kim, J. H., & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61(1), 75–82.
• Kim, W. G., Jin-Sun, B., & Kim, H. J. (2008). Multidimensional customer-based brand equity and its consequences in midpriced hotels. Journal of Hospitality and Tourism Research, 32(2), 235-254.
• Kirmani, A, Wright, P. (1989). Money talks: Perceived advertising expenditures and expected product quality. Journal of Consumer Research 16 (December), 344–353.
• Kladou, S., Giannopoulos, A., & Mavragani, E. (2015). Destination brand equity research from 2001 to 2012. Tourism Analysis, 20(2), 189–200.
• Konecnik, M. (2006). Croatian-based brand equity for Slovenia as a tourism destination. Economic and Business Review for Central and South - Eastern Europe, 8(1), 83–108.
• Konecnik, M., & Gartner, W. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400–421.
• Konecnik, M., & Gartner, W. C. (2006). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400–421.
• Konecnik, M., & Gartner, W. C. (2006). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400–421.
• Kotler, P., & Armstrong, G. (2008). Principles of Marketing, Global and Southern African Perspectives 12th Edition, Pearson, Prentice Hall, South Africa.
• Kotler, P. (1988). Marketing Management: Analysis, Planning, Implementation and Control, 6th edition, Englewood Cliffs, NJ: PrenticeHall.
• Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2003). Rinkodaros principai. Poligrafija ir informatika. Kaunas, 488.
• Kotler, P. (2000). Marketing Management. Marketing Management Millenium Edition, Tenth Edition. Printed in the United States of America, New Jersey, ISBN 0–536–63099-2: 1-718
• kurt, M., Sonja G. K., & Sonja, B. (2008). Risk aversion and brand loyalty: the mediating role of brand trust and brand effect. Journal of Product & Brand Management, 17(3), 154–162.
• Laroche, M., Chankon, K., & Lianzi, Z. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37, 115–120.
• Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19.
• Lee, S., Jeon, S., & Kim, D. (2011). The impact of tour quality and tourist satisfaction on tourist loyalty: the case of Chinese tourists in Korea. Tourism Management, 32(1), 1115–1124.
• Lim, Y. M. (2009). Customer-Based Brand Equity: The Effect of Destination Image on Preference for Products Associated with a Destination Brand. (A dissertation paper). State University, Virginia.
• Lim, Y. M. (2009). Customer-Based Brand Equity: The Effect of Destination Image on Preference for Products Associated with a Destination Brand. (A dissertation paper). State University, Virginia.
• Lin, Y. L. (2010). The relationship of consumer personality trait, brand personality, and brand loyalty: An empirical study of toys and video games buyers. Journal of Product and Brand Management, 19(1), 4–17. Lindermann, J. (2004). Brand Valuation, In R. Clifton (Ed.), Brands and Branding, New York, NY, Bloomberg Press: 27–45.
• Lindsay, Marsha. (1989). Establish Brand Equity through Advertising. Marketing News (January 22), 16.
• Liu, M., Chu, R., Wong, I. A., Angel Zúñiga, M., Meng, Y., & Pang, C. (2012). Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co-branded products. Asia Pacific Journal of Marketing and Logistics, 24(4), 561–582.
• Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5–15.
• Markovic, S., Iglesias, O., Singh, J. J., & Sierra, V. (2018). How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality. Journal of Business Ethics, 148(4), 721–740.
• Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product & Brand Management, 18(5), 406– 421.
• Meller, J. J., & Hansan, T. (2006). An empirical examination of brand loyalty. Journal of Product and Brand Management, 5(7), 442–490.
• Milgrom, P., Roberts, J. (1986). Price and advertising signals of product quality. Journal of Political Economy, 55, 10–25.
• Mingfang, Z. (2011). Examining the structural relationships of tourist characteristics and destination. International Conference on E-business, Management and Economics. Hong Kong: IACSIT Press: pp. 187-191
• Mittal, B. (1999). The advertising of services: Meeting the challenge of intangibility. Journal of Service Research, 2(1), 98–116.
• Mizik, N. (2014). Assessing the total financial performance impact of brand equity with limited time-series data. Journal of Marketing Research, 51(6), 691–706.
• Mogire, V. B., Oloko, M. (2014). Advertising Promotion Strategy and Brand Equity: A Comparative Study of Ariel and OMO Washing Powders, Nairobi – Kenya. International Journal of Management and Commerce Innovations, 2(1), 22–29.
• Mutsikiwa, M., Dhliwayo, K., & Basera, C. H. (2013). The impact of advertising on building brand equity: A case of Zimbabwean universities. European Journal of Business and Management, 5(9), 197–210.
• Nirvana. A., Salarzehi, H., & Tash, M. (2014). A Study of Strategic Role of Chabahar Free Zone on Tourism Industry Development Using SWOT Model in Iran” (PDF). International Journal of Academic Research in Business and Social Sciences, 4(2). DOI:10.6007/IJARBSS/v4-i2/618
• O’Cass, A., & Pecotich, A. (2005). The dynamics of voter behavior and influence in electoral markets: a consumer behavior perspective. Journal of Business Research, 58, 406–413.
• O’Guinn, T. C., & Allen C. T., & Semenik, R. J. (2009). Advertising and Integrated Brand Promotion. 5th Edition, Mason, South-Western Cengage Learning. USA.
• O’Sullivan, D. & McCallig, J. (2012). Customer satisfaction, earnings, and firm value. European Journal of Marketing, 46 (6), 827–843.
• Oliver, R. L. (1999). Whence consumer loyalty? J. Market., 63(4), 33–44.
• Osinga, E. C., Leeflang, P. S. H., Srinivasan, S., & Wieringa, J. E. (2011). Why do firms invest in consumer advertising with limited sales response? A shareholder perspective. Journal of Marketing, 75(1), 109−124.
• Osinga, E. C., Leeflang, P. S. H., Srinivasan, S., & Wieringa, J. E. (2011). Why do firms invest in consumer advertising with limited sales response? A shareholder perspective. Journal of Marketing, 75(1), 109−124.
• Peter, J. (1981). Reliability: a review of psychometric basics and recent marketing practices. Journal of Marketing Research, 16, 6–17.
• Pike, S. D. (2007). Customer-based brand equity for destinations: Practical DMO performance measures. Journal of Travel and Tourism Marketing, 22(1), 51–61.
• Pike, S. D. (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30(6), 857–866.
• Pike, S., & Bianchi, C. (2016). Destination brand equity for Australia: Testing a model of CBBE in short-haul and long-haul Markets. Journal of Hospitality & Tourism Research, 40(1), 114–134.
• Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), 333–342.
• Pike, S., Bianchi, C., Kerr, G., & Patti, C. (2010). Customer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review, 27(4), 434–449.
• Pke, S. 2009. Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30(6), 857–866.
• Pke, S. 2009. Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30(6), 857–866.
• Prayag, G. (2012). Paradise for Who? Segmenting Visitors’ Satisfaction with Cognitive Image and Predicting Behavioral Loyalty. International Journal of Tourism Research.
• Ramsay, J. O. (1973). The effect of the number of categories in rating scales on the precision of estimation of scale values. Psychometrika, 38, 513–532.
• Reimann, M., Castano, R., Zaichkowsky, J., & Bechara, A. (2012). How we relate to brands: Psychological and neuropsychological insights into consumer-brand relationships. Journal of Consumer Psychology, 22, 128–142.
• Rojuee, H., & Rojuee, M. (2017), The Impact of Advertising and Sales Promotion Methods on Brand Loyalty through Brand Equity. International Journal of Basic Sciences & Applied Research, 6(1), 11–18. Available online at http://www.isicenter.org ISSN 2147-3749 ©2017
• Sadeqi, S. (2012). Abilities and Restrictions of Chabahar to Attract Tourists, the 1st national seminar to develop Makran coastlines and strengths of the Islamic Republic of Iran for water facilities.
• Saeedniaa, H., & Sohanib, Z. (2013). An investigation of the effect of advertising corporate social responsibility on building corporate reputation and brand equity. Management Science Letters, 3, 1139–1144.
• Sahin. A., Zehir, C., & Kitapci, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands. 7th International Strategic Management Conference, 24, 1288-1301.
• Salelaw, G. T., & Singh, A. (2015). The effects of advertising spending and event sponsorship on brand equity in the Ethiopian brewery industry. British Journal of Marketing Studies, 3(9), 47–68.
• San-Martín, H., & Rodríguez, I. (2008). Exploring the cognitive-affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29, 263–277.
• Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
• Shakeri, A., Salimi, F. (2006). Effective factors on attraction of investment in chabahar free zone and prioritizing them using AHP mathematical technique. Journal of Economic Research, 20, 95–129.
• Shimp T. A. (2010). Advertising, Promotion and other Aspect of Integrated Marketing Communication. (8th ed.). Canada: Southwestern cangue learning.
• Shimp, T. A. (1997). Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications. 4th ed. Orlando, FL: Dryden.
• Simon, C. J., & Sullivan M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(2), 28–52.
• Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28–52.
• Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(4), 28–52.
• Stone, G., Besser, D., Lewis, L. E. (2000). Recall, liking, and creativity in TV commercials: a new approach. Journal of Advertising Research, 17(2), 7–18.
• Stone, M. (1975). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society, 36(2), 111–133.
• Tariq, M. L., Humayon, A. A., Bhutta, M. H., Danish, R. Q. (2014). Impact of effective advertisement on brand equity and brand switching behavior; study of food and beverages industry in emerging market. Research Journal of Recent Sciences, 3(6), 40–45.
• Taylor J., Low K., & Cheng, P. (2006). The Branding of Almaty, the Oasis of Central Asia. IN The Central Asia Business Journal, 1(2), 8–22.
• Tenenhaus, M., Amato, S., & Esposito-Vinzi, V. (2004). A global goodness-of-fit index for PLS structural equation modeling. Proceedings of the XLII SIS Scientific Meeting, Vol. Contributed Papers, CLEUP, Padova, pp. 739–742
• Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands’. Journal of Consumer Psychology, 15, 77–91.
• Tustin, D. H. (2002). The Relationship Between Above-the-Line Advertising and Below-theLine Promotion Spending in the Marketing of South African Products and Services. (Doctoral dissertation). University of South Africa, South Africa.
• Unal. S., & Aiden, H. (2013). An Investigation on the Evaluation of the Factors Affecting Brand Love, Procedia. Social and Behavioral Sciences, 92, 76–85.
• Walmsley, D., & Young, M. (1998). Evaluative images and tourism: The use of personal constructs to describe the structure of destination Images. Journal of Travel Research, 36, 65–69.
• Wang et al. (2010). Tourist behavior in Hakka Cultural Parks. African Journal of Business Management, 4(14), 2952–2961.
• Werts, C. E., Linn, R. L., & J¨oreskog, K. G. (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological Measurement, 34(1), 25–33.
• Westbrook, R. A. (1987). Product/consumption-based affective responses and post-purchase processes. Journal of Marketing Research, 24(3), 258–270.
• Wilson, T. (2011). Global advertising.Attitudes and Audiences London: Soutledge
• Wold, H. (1985). Partial least squares. In S. Kotz, and N. L. Johnson, (Eds.), Encyclopedia of Statistical Sciences, Vol. 6 (pp. 581–591). New York: Wiley.
• Wood, L. (2000). Brands and brand equity: definition and management. Management Decision, 38 (9), 662–669.
• Yang, Y., Liu, X., & Li, J. (2015). How customer experience affects the customer-based brand equity for tourism destinations. Journal of Travel and Tourism Marketing, 32(1), S97–S113.
• Yap, W. B., Ramayah, T., & Shahidan, W. N. (2012). Satisfaction and trust on customer loyalty: A PLS approach. Business Strategy Series, 13(4), 154–167.
• Yasin, M., & Shamim, A. (2013). Brand love: Mediating role in purchase intentions and word-ofmouth IOSR. Journal of Business and Management, 7(2), 101–109.
• Yazdani S., & Jahanideh, A. (2012). Necessity and Importance of Tourism Development in Makran Beaches Case Study of Chabahar, The first national assembly of the Makran coast and the Islamic Republic of Iran’s naval authority.
• Yoganatan, D., Jebarajakirthy, C. H., & Thaichon, P. (2015). The influence of relationship marketing orientation on brand equity in banks. Journal of Retailing and consumer service, 26, 14–22.
• Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
• Yoo, B., Donthu, N., & Lee, S. (2001). An examination of selected marketing mix elements & brand equity. Journal of Marketing Research, 24, 258–270.
• Youl-Ha, H. (2011). Brand equity model and marketing stimuli. Seoul Journal of Business, 17(2): 41–56.
• Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. The Journal of Marketing, 49(2), 33–46.