Affiliation:
1. Department of Marketing and Market Research University of Granada Granada Spain
2. Faculty of Education, Economy and Technology of Ceuta, Department of Marketing and Market Research University of Granada Ceuta Spain
Abstract
AbstractThis paper aims to look into the moderating effect of individual's cultural characteristics—Power Distance—on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed. The results of a quasi‐experimental 2×2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on the formation of brand equity of a heritage tourist site; a lesser effect of online price discounts than free gifts; the moderating role of Power Distance on the formation of brand equity.
Subject
Nature and Landscape Conservation,Tourism, Leisure and Hospitality Management,Transportation,Geography, Planning and Development
Cited by
4 articles.
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