Smooth sailing?: passenger assessment of cruise brand equity

Douglas, Alecia C., Mills, Juline E. and Phelan, Kelly Virginia (2010) Smooth sailing?: passenger assessment of cruise brand equity. Journal of Travel & Tourism Marketing, 27 7: 649-675. doi:10.1080/10548408.2010.519300

Author Douglas, Alecia C.
Mills, Juline E.
Phelan, Kelly Virginia
Title Smooth sailing?: passenger assessment of cruise brand equity
Journal name Journal of Travel & Tourism Marketing   Check publisher's open access policy
ISSN 1054-8408
Publication date 2010-11-20
Year available 2010
Sub-type Article (original research)
DOI 10.1080/10548408.2010.519300
Open Access Status Not Open Access
Volume 27
Issue 7
Start page 649
End page 675
Total pages 27
Place of publication Philadelphia, PA, United States
Publisher Routledge
Language eng
Abstract This study proposes and tests the influence of the cruise ship brand equity model on behavioral intentions by utilizing the constructs of brand loyalty, image, awareness, message, and perceived quality. The study found overall that brand loyalty and perceived quality were most influential on the behavioral intentions of cruise passengers. Specifically, repeat purchase intentions, the likeli-hood of recommending the brand to others, and brand preference were found to be significant in the model. The finding is consistent with extant literature which credits brand loyalty with being the most influential variable on cruise passenger's behavioral intentions. Brand image was the most highly correlated construct with behavioral intentions and was found to lack discriminant validity although theory distinguishes the two as separate constructs. The results from this study may be useful to cruise line corporations, particularly in formulating successful marketing campaigns and in encouraging relationship building with customers.
Keyword Branding
Brand equity
Cruise line industry
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ
Additional Notes Published online: 20 Nov 2010

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 9 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 10 times in Scopus Article | Citations
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Created: Tue, 12 Apr 2016, 20:44:26 EST by Karen Morgan on behalf of UQ Business School