Unpacking Destination Brand Equity: The Influence of Brand Familiarity and Perceived Quality Through Brand Image

This study examines the relationship between destination brand familiarity, perceived quality, destination brand image, and overall brand equity using the customer-based brand equity framework. Employing a quantitative approach with partial least squares structural equation modeling, data were collected from 271 respondents using a convenience sampling technique. The findings indicate that brand familiarity and perceived quality significantly influence destination brand image, which positively affects overall brand equity. In addition, destination brand image mediates the effects of brand familiarity and perceived quality on brand equity. The findings underscore the critical role of branding elements in shaping consumer perceptions and loyalty. This study contributes to the existing literature related to destination brand equity by offering empirical evidence from an emerging tourism market and provides practical insights for destination marketers and policymakers to enhance branding strategies and strengthen competitive positioning.