This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.

中文翻译：

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遗产品牌延伸中品牌资产的关键前因：旅游遗产体验的调节作用

本研究考虑品牌态度和品牌可信度的中介作用以及游客水平的调节作用，考察了品牌延伸与母品牌之间的契合度如何在遗产地的情况下影响延伸的品牌资产形成。母品牌的经验。应用了一种实验设计，其中在主体之间控制母传统品牌和品牌延伸之间的两个不同水平的匹配。为提高传统品牌资产的有效方法提供了建议，从而有助于目的地的推广和竞争力。