Customer-based destination brand equity formation in Gilgit-Baltistan, Pakistan: The mediating role of perceived value
DOI:
https://doi.org/10.71085/rjhsa.04.02.103Keywords:
Terrorism; Radicalization, Student Perceptions, Differential Association, Qualitative Research, Higher EducationAbstract
This research aims to investigate the linkages among destination brand quality, destination brand image, destination brand awareness and destination brand equity in the case of Gilgit-Baltistan, Pakistan, and to explore the mediating role of perceived value in explaining brand equity. The study used a quantitative research design and collected data from tourists at popular tourist spots in Gilgit-Baltistan via a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results suggest that perceived value significantly mediates the association between destination brand image, destination brand quality and destination brand equity. Destination brand equity is positively and significantly influenced by destination brand image, destination brand awareness, and destination brand quality. Moreover, destination image can enhance destination brand equity without depending on brand value. The findings provide empirical evidence to better understand the formation of destination brand equity in an emerging mountain tourism destination and offer practical implications for destination management organizations and policymakers.
Downloads
References
Aaker, D. A. (1991). Managing Brand Equity. In The Free Press New York London Toronto Sydney.
Baloch, I. S. (2012). Tourism Development in Gilgit.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. doi:10.1016/S0160-7383(99)00108-5
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2016). Online branding: Development of hotel branding through interactivity theory. Tourism Management, 57, 180–192. https://doi.org/10.1016/j.tourman.2016.06.007
BETTIGA, D. (2025). Measuring industrial brand equity: unpacking the role of actual and potential customers’ evaluations. Proceedings of the European Marketing Academy.
Bianchi, C., & Pike, S. (2011). Antecedents of Destination Brand Loyalty for a Long-Haul Market: Australia’s Destination Loyalty Among Chilean Travelers. Journal of Travel and Tourism Marketing, 28(7), 736–750. https://doi.org/10.1080/10548408.2011.611742
Bianchi, C., Pike, S., & Lings, I. (2014). Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer- based brand equity (CBBE). Tourism Management, 42, 215–223. https://doi.org/ 10.1016/j.tourman.2013.11.014
Bideli, M., Monavarian, A., & Alikhani, F. (2024). The Effect of Brand Trust on Customer Loyalty by Mediating Brand Value and Modulating Respect, Fame and Love for the Brand in the Discount Store Industry. Commercial Surveys, 21(123), 127–143.
Blain, C., Levy, S., & Ritchie, J. R. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(4), 328-338. doi:10.1177/0047287505274646
Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219-231. doi: 10.1016/j.tourman.2008.06.003
Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720-742. doi:10.1016/S01607383(01)00080-9
Chon, K. (1990). The role of destination image in tourism: A review and discussion. The Tourist Review, 45(2), 2–9. https://doi.org/10.1108/eb058040
Chon, K. S. (1992). The role of destination image in tourism: An extension. Tourism Review, 47(1), 2-8. doi:10.1108/eb058086
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chen, J. S., & Gursoy, D. (2001). An investigation of tourists’ destination loyalty and preferences. International Journal of Contemporary Hospitality Management, 13(2), 79-85. doi:10.1108/09596110110381870
Davis, D. F., Golicic, S. L., & Marquardt, A. J. (2008). Branding a B2B service: Does a brand differentiate a logistics service provider? Industrial Marketing Manage-ment, 37(2), 218e227
Dann, G. M. S. (1996). Tourists’ Images of a Destination-An Alternative Analysis. Journal of Travel & Tourism Marketing, 5(1–2), 41–55. https://doi.org/10.1300/J073v05n01_04
Davis, S. (2002). Brand Asset Management Driving profitable growth through your brands. In Jossey-Bass.
Dedeoğlu, B. B. (2019). Shaping tourists’ destination quality perception and loyalty through destination country image: The importance of involvement and perceived value. Tourism Management Perspectives, 29, 105–117. https://doi.org/10.1016/j.tmp.2018.11.006
Dobni, D., & Zinkhan, G. M. (1990). In Search of Brand Image: A Foundation Analysis. Advances in Consumer Research, 17, 110–119.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61e75.
Frías-Jamilena, D. M., Polo Pe˜na, A. I., & Rodríguez Molina, M.´A. (2017). The effect of value-creation on consumer-based destination brand equity. Journal of Travel Research, 56(8), 1011–1031. https://doi.org/10.1177/0047287516663650 Frías-Jamilena,
Gartner, W. C., & Ruzzier, M. K. (2011). Tourism destnation brand equity dimensions: Renewal versus repeat market. Journal of Travel Re-search, 50(5), 471-481. doi:10.1177/0047287510379157
Guest, L. P. (1942). The genesis of brand awareness. Journal of Applied Psychology, 26(6), 800-808. doi:10.1037/h0055390
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation model (PLS-SEM). Sage Publications, Inc.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
https://doi.org/10.1108/EBR-11-2018-0203
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hudson, S., & Ritchie, J. R. (2009). Branding a memorable destination experience: The case of ‘Brand Canada’. International Journal of Tourism Research, 11(2), 217-228. doi:10.1002/jtr.720
Huang, R., & Sarig€ollü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92e99.
Hussain, I., & Hussain, D. (2026). Validating Scale for Measuring Destination Brand Image. Journal of Emerging Trends in Social Sciences and Humanities, 3(31–52).
Hussain, Ibrahim, Hussain, D. (2026). Assessing Customer-Based Brand Equity of Gilgit-Baltistan as an Emerging Mountainous Tourist Destination. Research Journal of Human and Social Aspects, 4(2), 281–294.
Huerta-´Alvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing & Management, 16, Article 100413. https://doi.org/10.1016/j.jdmm.2020.100413
Jiao, Y., Ertz, M., Jo, M.-S., & Sarigollu, E. (2018). Social value, content value, and brand equity in social media brand communities: A comparison of Chinese and US consumers. International Marketing Review, 35(1), 18–41.
Jermsittiparsert, K., Sriyakul, T., Rattanasirivilai, S., & Horakul, P. (2022). Determining the brand loyalty of riceberry product in yasothon of thailand: moderating role of perceived quality. Rmutt Global Business and Economics Review, 17(1), 168–180.
Keller, K. L. (2013). Strategic Brand Management, Building, Measuring, and Managing Brand Equity Global Edition. In Pearson Education, Inc. https://doi.org/10.2307/1252315
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-221.
Keller, K. L. (2003). Strategic brand management. Upper Saddle River, New Jersey: Prentice Hall.
Kim, H., Kim, W. G., & An, J. A. (2003). The effect of consumer-based brand equity on firms’ financial performance. Journal of Consumer Marketing, 20(4), 335-351. doi:10.1108/07363760310483694
Kim, W. G., & Kim, H. B. (2004). Measuring customer-based restaurant brand equity. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115e131.
Konecnik, M., & Gartner, W. C. (2007). Valor de marca de un destino: la perspectiva del consumidor. Annals of Tourism Research En Español.
Kotler, P., Haider, D., & Rein, I. (1993). Marketing places. New York: Free Press.
Kwak, D. H., & Kang, J. H. (2009). Symbolic purchase in sport: The roles of self-image congruence and perceived quality. Management Decision, 47(1), 85–99. https://doi.org/10.1108/00251740910929713
Lin, N.-H., & Lin, B.-S. (2007). The Effect of Brand Image and Product Knowledge on Purchase Intention Moderated by Price Discount. Journal of International Management Studies, 2(2), 121–132.
Liu, C.-R., Liu, H.-K., & Lin, W.-R. (2015). Constructing customer-based museums brand equity model: The mediating role of brand value. International Journal of Tourism Research, 17(3), 229–238.
Leone, R.P., Rao, V.R., Keller, K.L., Luo, A.M., McAlister, L. and Srivastava, R. (2006), “Linking brand equity to customer equity”, Journal of Service Research, Vol. 9 No. 2, pp. 125-138.
Intuluck, W., Srisakun, C., & Tadawattanawit, S. (2023). The mediating role of perceived value, brand awareness, and brand loyalty in tourism revisit intention among high-quality tourists in Thailand. Thammasat Review, 26(2), 395–422.
Mechinda, P., Serirat, S., & Gulid, N. (2009). An examination of tourists’ attitudinal and behavioral loyalty: Comparison between domestic and international tourists. Journal of Vacation Marketing, 15(2), 129–148. https://doi.org/10.1177/1356766708100820
Naidoo, P., Ramseook-Munhurrun, P., & Durbarry, R. (2012). The brand image of a small island destination. Global Journal of Business Research (GJBR), 6(1), 55–64.
Nikkhah-Farkhani, Z., & Zarenejad, Z. (2025). Investigating the effect of brand elements on brand equity: a study of consumer perceptions. International Journal of Business and Emerging Markets, 17(3), 357–373.
Oppong, P. K., & Maama, H. (2026). Assessing Intangible Value: The Mediating Roles of WOM and Brand Credibility in Quality and Equity Nexus in Emerging Market. International Review of Management and Marketing, 16(1), 286.
Oppermann, M. (2000). Tourism destination loyalty. Journal of Travel Research, 39(1), 78-84. doi:10.1177/004728750003900110
Pappu, R., Quester, P. G., & Cooksey, R.W. (2005). Consumer-based brand equity: Improving the measurement - empirical evidence. Journal of Product & Brand Management, 14(3), 143-154. doi:10.1108/10610420510601012
Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management, 14(4), 258-259. doi:10.1108/10610420510609267
Pike, S. (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30(6), 857-866. doi: 10.1016/j.tourman.2008.12.007
Pike, S., Bianchi, G., Kerr, G., & Patti, C. (2010). Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review, 27(4), 434-449. doi:10.1108/02651331011058590
Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465-476. doi: 10.1016/j.tourman.2010.03.014
Ringle, C. M., Wende, S., & Will, A. (2005). SmartPLS 2.0 (M3) beta. Hamburg: SmartPLS.
Tasci, A. D. A., & Kozak, M. (2006). Destination brands vs destination images: Do we know what we mean? Journal of Vacation Marketing, 12(4), 299-317. doi:10.1177/1356766706067603
Tasci, A. D. A., Gartner, W. C., & Tamer Cavusgil, S. (2007). Conceptualization and operationalization of destination image. Journal of Hospitality & Tourism Research, 31 (2), 194–223. https://doi.org/10.1177/1096348006297290
Phillips, W. J., Wolfe, K., Hodur, N., & Leistritz, F. L. (2013). Tourist Word of Mouth and Revisit Intentions to Rural Tourism Destinations: A Case of North Dakota, USA. International Journal of Tourism Research, 15(1), 93–104. https://doi.org/10.1002/jtr.879
Saqib, N., Yaqub, A., Amin, G., Khan, I., Faridullah, Ajab, H., Zeb, I., & Ahmad, D. (2019). The impact of tourism on local communities and their environment in Gilgit Baltistan, Pakistan: A local community perspective. Environmental and Socio-Economic Studies, 7(3), 24–37. https://doi.org/10.2478/environ-2019-0015
Songur, A. (2024). The Effect of Smartphone Features on Customer Engagement: The Mediating Role of Brand Value. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 11(3), 1246–1264.
Tran, N. K. H. (2023). Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty. Business Strategy & Development, 6(4), 1006–1017.
Washburn, J. H., & Plank, R.E. (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46-62.
Wang, J., Shahzad, F., Khan, D. I., & Siyal, A. W. (2022). Decision Making with an Alternative Mindset in Online Shopping Environment: Identifying User Intentions Toward F-Commerce. Frontiers in Psychology, 801.
Xu, F., Bai, Y., & Li, S. (2020). Examining the antecedents of brand engagement of tourists based on the theory of value co-creation. Sustainability, 12(5), 1958.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. doi:10.1177/0092070300282002
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism management, 26(1), 45-56. doi: 10.1016/j.tourman.2003.08.016
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.2307/1251929
Zhang, D. (2025). Research on the driving factors model and configuration of tourism destination brand equity: hybrid analysis based on SEM and fsQCA method. Central European Journal of Operations Research, 1–19.
Zhang, H.; Zhang, W.; Wang, J.; Liang, Q. The Measurement Model of Tourist-based Destination Brand Equity: A Case Study of International Tourism Zone in South Anhui. Tour. Sci. 2013, 27, 52–63.
Zhang, L. (2025). The Influence of Online Reviews on Consumers’ Purchase Intentions for New Energy Vehicles: The Mediating Role of Brand Value. RSU International Research Conference.
Parasuraman, A. (1997). Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 25(2), 154–161.
https://doi.org/10.1007/bf02894351
Bojanic, D. C. (1996). Consumer perceptions of price, value and satisfaction in the hotel industry: An exploratory study. Journal of Hospitality and Leisure Marketing, 4(1), 5–22. https://doi.org/10.1300/J150v04n01_02
Chang, H. H., & Wang, H.-W. (2011). The moderating effect of customer perceived value on online shopping behaviour. Online Information Review, 35(3), 333–359. https://doi.org/10.1108/14684521111151414.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Zaigham Sana Warraich, Muhammad Shoaib (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
