Brand equity do Forte Lahore como uma marca de destino turístico

A study reveals that brand image and associations significantly boost loyalty towards the Lahore Fort thereby enhancing its overall brand equity as a tourist destination. Conducted in Pakistan using the Customer-Based Brand Equity (CBBE) model, the research surveyed 237 tourists to analyze relationships between brand awareness, image, associations, and loyalty through robust statistical methods like regression and confirmatory factor analysis. Findings suggest strategic improvements for policymakers to strengthen Lahore Fort's appeal as a global heritage attraction.

Muhammad Kashif, Siti Zakiah Melatu Samsi, & Syamsulang Sarifuddin. (2015). Brand equity do Forte Lahore como uma marca de destino turístico. OpenAlex. https://doi.org/10.60692/1H737-Q1Z40