THE EFFECT OF DEVOTEE-BASED BRAND EQUITY ON RELIGIOUS EVENTS

The objective of this research is to apply DBBE model to discover the constructs to measure the religious event as a business brand on the bases of devotees’ perception. SEM technique was applied to measure the hypothesized model of which CFA put to analyze the model and a theoretical model was made to measure the model fit. Sample size was of 500. The base of brand loyalty was affected directly by image and quality. This information might be beneficial to event management and sponsors in making brand and operating visitors’ destinations. More importantly, the brand of these religious events in Pakistan can be built as a strong tourism product