The influence of destination competitiveness on customer-based brand equity

Previous research suggest that an increase in customer-based brand equity (CBBE) can lead to greater competitiveness of the brand by influencing consumer behavior through the greater possibility of brand selection, increased brand loyalty, reduced price sensitivity, and a willingness to pay more for the brand. However, there are also studies to support the view that certain destination competitiveness attributes can be the antecedents of a...