Paradigms
A Research Journal of Commerce, Economics, and Social Sciences
Online ISSN: 2410-0854
Print ISSN: 1996-2800
 
     
 

Paradigms Journal

THE EFFECT OF DEVOTEE-BASED BRAND EQUITY ON RELIGIOUS EVENTS
Author(s) :
MUHAMMAD JAWAD IQBAL (Associate Professor, Department of Management Sciences, The Islamia University of Bahawalpur, Pakist)
GHAZANFAR ALI (Managing Director, Lahore Leads University, Lahore, Pakistan)
MUHAMMAD SALMAN SHABBIR (Managing Director, Lahore Leads University, Lahore, Pakistan)
MUHAMMAD SALEEM (Assistant Professor, Department of Management Sciences, The Islamia University of Bahawalpur, Pakist)
Abstract

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. 

Keywords: : Devotee-based brand equity (DBBE), religious events, event awareness, event image, event quality, event loyalty.
 
 

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