The Direct and Indirect Effect of Predictor Variables on Destination Brand Loyalty in Jordan

Destination branding literature generally lacks empirical data evaluating the effectiveness of brand campaigns, particularly in terms of enhancing destination brand loyalty. In particular, little is known about the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. To fill this gap, this study examined the relationships between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination brand loyalty. Based on the Theory of Brand Equity, this study had the following objectives: (1) to identify the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination brand loyalty; (2) to examine the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion on destination perceived value; and (3) to determine the mediating effect of destination perceived value on the relationship between destination brand awareness, destination brand image, destination brand quality, and destination brand promotion with destination brand loyalty. The data was collected at Jerash, Petra, and the Dead Sea, Jordan, during November and December 2010. Of the 700 tourists participating in the 54-questions, face-to-face intercept survey, 600 or about 86% responded. After dropping incomplete questionnaires, 550 usable responses were analyzed using SPSS. Multiple regression analysis was performed to investigate the relationship between destination brand awareness, destination brand image, destination brand quality, destination brand promotion, and destination brand loyalty. Results showed significant, positive relationships between destination brand awareness, destination brand image, destination brand quality, destination brand promotion and destination brand loyalty. However, the study found no significant relationships between destination brand image and destination perceived value. Finally, destination perceived value was found to mediate the relationship between destination brand awareness, destination brand quality, destination brand promotion, and destination brand loyalty.