The Influence of Previous Visitation on Customer's Evaluation of a Tourism Destination

The paper investigates the customer's perspective on a tourism destination brand through four proposed dimensions: awareness, image, quality and loyalty dimension. In addition to the brand's dimensions evaluation, the influence of previous visitation on each proposed dimension is presented. The evaluation of tourism destination brand Slovenia in the minds of German respondents serves as an investigated example. In addition to an evaluation for each investigated dimensions' variables for destination Slovenia as perceived by German respondents, the study confirms also the influence of previous visitation on brand evaluation. In the investigated example, previous visitation is recognized as the improvement factor in Slovenia's evaluation in the minds of German respondents.previous visitation, Slovenia

On the relationship between firm size, resources, age at entry and internationalization: the case of Slovenian SMEs

Export marketing and international business literature support the view that firm size–a reflection of number of employees, and sales–is positively related to export intensity and is a distinguishing factor between internationalized and non-internationalized firms. According to the resource-based view heterogeneous resource profiles that enable firms to achieve competitive advantage in international markets may be also such differentiating factors. On the other hand, as a result of the process of globalization and the increasing number of born global firms, firm age at entry into foreign markets is becoming negatively related to internationalization. Our findings just partly confirm the trends above. Using a regression model on the selected sample of 247 Slovenian small and medium enterprises, we have confirmed the hypotheses that internationalized companies are significantly larger (in terms of sales) and have more specialized resources (human, organizational, and financial resources) than non-internationalized companies. Organizational and human resources and the number of employees were positively and significantly related, while the age of companies at the start of their international activities was negatively related, to the extent of companies’ internationalization. Different implications and conclusions for researchers and entrepreneurs are derived

Investigating the Impact of Television Advertising and eWOM on Brand Equity Creation

Purpose – This paper investigates the impact of marketing communication tools on the brand equity creation process. Specifically, we test the impact of television advertising and electronic word-of-mouth (eWOM) on separate dimensions of consumer-based brand equity (CBBE): brand awareness with brand image, perceived quality, brand loyalty, and brand relationships. Design/Methodology/Approach – A quantitative survey was conducted among British consumers and relationships among the proposed concepts were tested using SEM. Findings and implications – The study confirms the important role of television advertising in raising brand awareness with brand image, while eWOM was shown to significantly impact all CBBE dimensions, including its important role in brand relationship building. Limitations – In our study, the evaluation of the selected MC tools and brands was measured according to consumers’ perceptions rather than their actual behavior. Additional studies should be conducted based on real consumer behavior data or manipulated through experiments. Originality – The present study provides novel insights into the impact of MCs on the brand equity creation process in today’s interactive environment

Startup Branding: Empirical Evidence among Slovenian Startups

Branding seems to be an important issue among all companies, also among newly established and young companies with high growth potential or so-called startups. This was also confirmed in our empirical research, conducted among 195 Slovenian startups. Startup founders/ceos see branding as the most important business strategy in their companies. Separated startup branding building blocks were evaluated as similarly important, from brand vision and context building blocks to brand development and its implementation. These findings bring important managerial implications not only for startups, but also for other companies that want to treat and maintain their brands as dynamic and evolving entities

The influence of community factors on the engagement of residents in place promotion: Empirical evidence from an Italian heritage site

The engagement of community residents in place promotion is increasingly recognized as desirable for ensuring effective and reliable communication with tourists. The study investigated the effects of community factors on residents' engagement in the promotion of an Italian heritage site. Community commitment, environmental attitudes, and perceptions of the effectiveness of existing place marketing communications were found to be decisive in influencing residents' engagement in the promotion of the Amalfi Coast. The paper helps to shed light on collaboration in place promotion, thus enriching the debate on the ambassadorship role of residents and suggesting useful insights for policy makers/destination management organization

Residents' power and trust: A road to brand ambassadorship?

As key stakeholders in successful destination branding campaigns, residents have the potential to act as destination brand ambassadors. Based on the literature on destination branding, this study examines residents' brand ambassador behavior (BAB) in relation to power and trust in relevant authorities. As such, this research considers destination residents as 'citizens', which frames their relationship with local authorities. Using survey data from 651 Hong Kong permanent residents, this study finds psychological empowerment and public trust to be closely related. Structural equation modeling revealed that both variables positively influenced residents' intentions to engage in BAB. Implications and future research directions are presented at the end of this study

Brand Identity Development and the Role of Marketing Communications: Brand Experts' View

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships and enhancing brand experiences by academics. Therefore the paper analyses the understanding of brand identity building blocks by brand experts and their usage of new marketing communication tools. Twelve in-depth interviews have been conducted among brand experts in Slovenia. Our findings imply that brand experts' knowledge about brand identity is not consistent with the newest brand identity conceptualizations, by not considering brand relationships and brand experiences as building blocks of brand identity. Even if new marketing communications have been adapted to the great extent, traditional marketing communication tools still prevail and therefore new marketing communication tools, especially mobile advertising is in majority still in its infancy

Investigating the Impact of Television Advertising and eWOM on Brand Equity Creation

Purpose – This paper investigates the impact of marketing communication tools on the brand equity creation process. Specifically, we test the impact of television advertising and electronic word-of-mouth (eWOM) on separate dimensions of consumer-based brand equity (CBBE): brand awareness with brand image, perceived quality, brand loyalty, and brand relationships. Design/Methodology/Approach – A quantitative survey was conducted among British consumers and relationships among the proposed concepts were tested using SEM. Findings and implications – The study confirms the important role of television advertising in raising brand awareness with brand image, while eWOM was shown to significantly impact all CBBE dimensions, including its important role in brand relationship building. Limitations – In our study, the evaluation of the selected MC tools and brands was measured according to consumers’ perceptions rather than their actual behavior. Additional studies should be conducted based on real consumer behavior data or manipulated through experiments. Originality – The present study provides novel insights into the impact of MCs on the brand equity creation process in today’s interactive environment

DRŽAVNI BREND I FEEL SLOVENIA: PRVI ODAZIV NA LOKALNOM NIVOU

The paper analyses the concept of country branding. The focus is placed on influential stakeholders who should participate in country brand development and implementation. Specifically, the important role of local inhabitants is stressed. The paper focuses on the country branding in Slovenia and investigates the residents’ first response to the new brand I feel Slovenia. The research was conducted half a year after the new brand was born. The results imply that the brand has great potential to become successful, since it is generally well recognised and perceived by its largest internal stakeholder group – local inhabitants.Rad analizira koncept brendiranja države. Središte pažnje je na utjecajnim dionicima koji bi trebali sudjelovati u razvoju i implementaciji branda. Točnije rečeno, naglašava se iznimno važna uloga lokalnog stanovništva. Rad se usredotočuje na brendiranje države u Sloveniji i istražuje prvi odgovor stanovnika na novi brend I feel Slovenia koji je implementiran 2007. Istraživanje je provedeno godinu i pol nakon uvođenja novog branda. Rezultati ukazuju na to da brend ima velike potencijale za uspjeh jer je općenito dobro prepoznat i percipiran od strane najveće unutarnje interesne skupine – lokalnog stanovništva