Country brand equity model: Sustainability perspective

Abstract

This paper proposes a model of country brand equity that incorporates the issue of sustainability in determining destination brand equity. In particular, the model includes elements of sustainability as its core dimensions and promotes the concept of the country sustainability promise that transforms destination resources into the positive perception and experience. The theoretical model is empi- rically tested using global secondary data confirming that country image is the most important element followed by sustaina- bility and loyalty. Also, the analysis sugge- sts the existence of the higher order con- struct confirming the country brand equity concept. Based on the research findings, the article offers some implications to the destination managers by suggesting the direction for further development and strategy implementation.