Abstract
This article develops and tests a model through multi-sampling comparison by considering city brand attractiveness as antecedents of a memorable city brand experience. A memorable city brand experience is an antecedent of city brand love; and tourist-based city brand equity (TCBE) as a consequence of a memorable city brand experience and city brand love. This study examined 169 tourists who came to Jakarta and 200 tourists who came to Yogyakarta as respondents respectively. The analysis used in this study is the structural equation modeling (SEM) using AMOS 20 as the supporting equipment. The results of this study show similar results between samples of Jakarta and Yogyakarta in the components of the influence of city brand attractiveness on memorable city brand experience; memorable city brand experience on city brand love; and memorable city brand experience on city brand equity. Different result between the samples of Jakarta and Yogyakarta is shown in the component of the influence of city brand love on tourist based city brand equity.
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