Home
World Journal of Advanced Research and Reviews
International Journal with High Impact Factor for fast publication of Research and Review articles

Main navigation

  • Home
    • Journal Information
    • Editorial Board Members
    • Reviewer Panel
    • Abstracting and Indexing
    • Journal Policies
    • Our CrossMark Policy
    • Publication Ethics
    • Issue in Progress
    • Current Issue
    • Past Issues
    • Instructions for Authors
    • Article processing fee
    • Track Manuscript Status
    • Get Publication Certificate
    • Join Editorial Board
    • Join Reviewer Panel
  • Contact us
  • Downloads

eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

Brand equity and consumer buying behavior: Determinants of intentions to visit- tourism destinations in Cavite, Philippines

Breadcrumb

  • Home
  • Brand equity and consumer buying behavior: Determinants of intentions to visit- tourism destinations in Cavite, Philippines

Paulyn Jayziell Sanchez Buhay *

Cavite State University- Indang, Cavite, Philippines, De la Salle College of Saint Benilde- Taft, Manila, Philippines.
 
Research Article
World Journal of Advanced Research and Reviews, 2024, 21(01), 525-542
Article DOI: 10.30574/wjarr.2024.21.1.0007
DOI url: https://doi.org/10.30574/wjarr.2024.21.1.0007
 
Received on 25 November 2023; revised on 02 January 2024; accepted on 05 January 2024
 
By highlighting the four dimensions that constitute brand equity, and the four factors that influence the selection and decisions of consumers, this research aimed to assist tourist destination owners and managers in creating a brand and knowing their target market and their preferences when it comes to spending their money. The descriptive correlational and comparative methods were employed on 339 BSTM students during the first semester of SY 2022-2023. This study revealed that majority of the guests were female, young, with a family earning above minimum wage in a month, and living in the urban areas of Cavite. Perceived quality and Psychological factors came out to be the most dominant factors they considered in visiting tourist destinations. There is no significant difference in the perceived brand equity when grouped according to their demographic profile. There is no significant difference in the respondents’ buying behavior when grouped according to their demographic profile. There is a significant relationship between perceived brand equity and buying behavior. This study recommends that a step-by-step approach should be used, from identifying who the brand is to emphasizing its points of uniqueness and user profile. Customers may therefore positively assess and develop a link that will lead to an enduring and unbreakable bond, which shapes and impacts their purchasing decision. The analysis of this study concludes that Tourism Destinations in Cavite with higher levels of brand equity would generate higher levels of customer visits. Also, consumer buying behavior was associated with more willingness to visit a destination.
 
Brand Equity; Consumer Buying Behavior; Cvsu College Students; Tourism Destinations
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2024-0007.pdf

Preview Article PDF

Paulyn Jayziell Sanchez Buhay. Brand equity and consumer buying behavior: Determinants of intentions to visit- tourism destinations in Cavite, Philippines. World Journal of Advanced Research and Reviews, 2024, 21(1), 525-542. Article DOI: https://doi.org/10.30574/wjarr.2024.21.1.0007

Copyright © Author(s). All rights reserved. This article is published under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, sharing, adaptation, distribution, and reproduction in any medium or format, as long as appropriate credit is given to the original author(s) and source, a link to the license is provided, and any changes made are indicated.

All statements, opinions, and data contained in this publication are solely those of the individual author(s) and contributor(s). The journal, editors, reviewers, and publisher disclaim any responsibility or liability for the content, including accuracy, completeness, or any consequences arising from its use.

Get Certificates

Get Publication Certificate

Download LoA

Check Corssref DOI details

Issue details

Issue Cover Page

Editorial Board

Table of content

Copyright © 2026 World Journal of Advanced Research and Reviews - All rights reserved

Developed & Designed by VS Infosolution