Resumen de The influence of customer-based brand equity on destination loyalty in Malaysian urban destinations
A destination that possess a positive brand equity and strong competitiveness attributes will have an advantage over its competitors in attracting a bigger share of the tourism market. This study seeks to evaluate the customer-based brand equity (CBBE) of selected urban destinations in Malaysia and also to examine the relationship between the different dimensions of CBBE and destination loyalty. Results from a regression analysis confirm the positive relationships between CBBE attributes and destination loyalty.
