Destination brand Cape Town & Western Cape: an assessment of consumer-based brand equity (CBBE)

This study assesses destination brand Cape Town & Western Cape’s consumer-based brand equity (CBBE) and evaluates the role of destination image to Consumer-based brand equity within the destination’s domestic market. Consumer-based brand equity was assessed on four dimensions including brand salience, brand associations, brand resonance and brand loyalty based on Pike’s 2007 model. Data for this study were collected through an ACNielsen omnibus survey from a stratified random sample of 2464 South African residents sixteen years and over. Descriptive analysis was used to evaluate the domestic market’s CBBE on the four dimensions. SEM was used to evaluate the role of destination image on CBBE. Results show that the destination has the strongest Top of Mind (TOM) destination awareness among other competing domestic destinations. However, analysis shows mixed CBBE results. Destination brand Cape Town & Western Cape is strong on some CBBE dimensions such as brand salience and not so strong and could improve on others such as brand loyalty. The results also show that image plays an important role in the destination’s consumer-based destination brand equity