Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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The Effect of Customer Engagement and Brand Advocacy on Brand Value Co-creation

Lake Lau Kawar Tourism, North Sumatra

Authors
Endang Rini1, *, Beby Sembiring1
1Universitas Sumatera Utara, Medan, Indonesia
*Corresponding author. Email: endang.sulistya@usu.ac.id
Corresponding Author
Endang Rini
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_114How to use a DOI?
Keywords
Customer engagement; Brand advocacy; Brand value co-creation
Abstract

Integrated efforts and strategies are needed to promote tourism; thereby, branding plays an important role in imaging a tourism destination and becomes one of the important indicators in determining the success and image of a tourist area. Furthermore, branding can integrate strategic elements in a single formula to create characteristics and a positive image and increase the competitive advantage to achieve regional goals. Branding can be used as a differentiator or identity for a product, including tourism. The research was conducted for a year with a quantitative approach. The population in this study was tourists who visited Lake Lau Kawar, North Sumatra, to spend their free time. The number of populations in this study was not clearly known and the sample size was 210 respondents online and offline. All data were analyzed using Structural Equation Model (SEM). This study aims to investigate the effect of Customer Engagement, Brand Advocacy on Brand Value Co-Creation in Lake Lau Kawar, North Sumatra.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
978-94-6463-008-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_114How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Endang Rini
AU  - Beby Sembiring
PY  - 2022
DA  - 2022/12/05
TI  - The Effect of Customer Engagement and Brand Advocacy on Brand Value Co-creation
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 912
EP  - 918
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_114
DO  - 10.2991/978-94-6463-008-4_114
ID  - Rini2022
ER  -