Title: How can social responsibilities contribute to brand equity? Evidences from Isfahan

Authors: Mohammad Ghaffari; Amir Reza Konjkav Monfared

Addresses: Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran ' Department of Business Administration, Faculty of Economics, Management and Accounting, Yazd University, Iran

Abstract: The present study aims to investigate the effect of tourism destinations' social responsibilities on their brand equity. A questionnaire was used for collecting the research data. A sample of 200 tourists who have travelled to Isfahan was selected randomly. A structure equation modelling (SEM) was used to test the hypotheses. Findings revealed that tourism destination social responsibilities affect tourism destination awareness, perceived value, perceived quality, image, and loyalty significantly; perceived quality affects tourism destination image significantly. Moreover, findings revealed that tourism destination awareness, perceived value, perceived quality and image have a significant effect on tourist loyalty. The study provides fresh insight to marketing managers of tourism destinations.

Keywords: social responsibilities; brand equity; brand loyalty; brand image; tourism destination.

DOI: 10.1504/MEJM.2021.117508

Middle East Journal of Management, 2021 Vol.8 No.5, pp.475 - 496

Received: 21 Jan 2020
Accepted: 15 Jul 2020
Published online: 10 Sep 2021 *

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