The Impact of Brand Experience on Downtown Success

Eric Beckman, Archana Kumar, Youn Kyung Kim

Research output: Contribution to journalArticle

46 Scopus citations

Abstract

Many cities have begun to use experiential marketing in order to create cohesive place branding messages that appeal to different potential visitors, both tourists and locals. By identifying the brand experiences that influence place dependence and positive outcomes such as word-of-mouth and revisit intention, the success of a city downtown can be measured. This study surveyed visitors (locals and tourists) in three city downtowns (Asheville, North Carolina, Nashville, Tennessee, and Chattanooga, Tennessee). After testing the structural equation model for each visitor group, potential strategies for improving downtown success are discussed.

Original languageEnglish
Pages (from-to)646-658
Number of pages13
JournalJournal of Travel Research
Volume52
Issue number5
DOIs
StatePublished - Sep 2013

Keywords

  • brand experience
  • downtown brand
  • locals
  • place brand
  • tourists

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