Brand Equity of Lahore Fort as a Tourism Destination Brand

Brand image and associations significantly boost loyalty, which in turn strengthens the overall brand equity of Lahore Fort. A survey-based study using Customer-Based Brand Equity (CBBE) model analyzed data from 237 tourists, applying robust statistical techniques such as correlation, regression, and confirmatory factor analysis (PLS method). The findings reveal that enhancing brand image and associations can effectively improve tourist loyalty, ultimately benefiting the fort's performance as a tourism destination. This study provides actionable insights for policymakers to strategically enhance Lahore Fort’s appeal.

KASHIF, M., SAMSI, S. Z. M., & SARIFUDDIN, S. (2015). BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND. Revista de Administração de Empresas, 55(4), 432–443. https://doi.org/10.1590/s0034-759020150407