期刊名称：European Research on Management and Business Economics
印刷版ISSN：2444-8834
出版年度：2021
卷号：27
期号：3
页码：100153
DOI：10.1016/j.iedeen.2021.100153
出版社：Elsevier B.V.
摘要：This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.
