Brand capital and tourist loyalty: a theoretical review study

Abstract

The research analyzes the literature that has proposed brand capital models for tourist destinations and achieving a strong brand. 20 empirical studies obtained from the Scopus, WOS and ProQuest databases were reviewed. The studies were divided into two groups based on the preponderance of the proposed models (Aaker and Keller theory). The results of the study show that the dimensions of brand capital incorporated and that directly affect loyalty are: notoriety, brand image, perceived quality, perceived value and satisfaction. New dimensions such as reputation and trust stand out for their potential contribution to brand loyalty in tourist destinations