Brand personality, brand equity and revisit intention: an empirical study of a tourist destination in Iran

Purpose The purpose of this paper is to examine how brand personality and brand equity affect intentions to revisit a city tourism destination. Design/methodology/approach Statistical population of this research consisted of those visitors who traveled to Pool city in Iran during Spring 2015. A structural equation model test with maximum likelihood estimation was performed to test the relationship among the research variables using 367 participants. Findings The empirical results from the structural model suggest that brand personality and brand equity positively influenced revisit intention. Furthermore, brand personality was a direct antecedent of brand equity. Originality/value An integrated model of brand personality, brand equity and revisit intention was tested in a tourism city in the context of a developing economy. The combination of a developing country context and the significance of destination brand enhance the contextual contribution of the paper.