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            <title xml:lang="en">Tourist Buyer Behavior at Heritage Sights: Is It Interesting to Be a Star ?</title>
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                <title xml:lang="en">Tourist Buyer Behavior at Heritage Sights: Is It Interesting to Be a Star ?</title>
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              <p>This article presents an analysis of the impact of&lt;br /&gt;corporate fame on buyer behavior. Thanks to a comparison of intentions to buy a product when the brand is highly familiar versus less familiar, the objective is to verify if strong brand awareness could have a negative impact on&lt;br /&gt;buyer behavior. Regarding tourists buyer behavior at&lt;br /&gt;Heritage Sights, results show that brand awareness is not&lt;br /&gt;always a guarantee of commercial success. In fact, fame is&lt;br /&gt;a poor asset: it drives sight-seeing (coming to the heritage&lt;br /&gt;place) but not sight-visiting (consuming cultural products:&lt;br /&gt;i.e. the entrance fees, the guided tours, etc). The&lt;br /&gt;implications on corporate branding are discussed: since&lt;br /&gt;fame and strong brand awareness are not synonymous of&lt;br /&gt;firm reputation and favourable brand equity, strategies for&lt;br /&gt;giving contents and sense for famous brands must be&lt;br /&gt;developed. Moreover, merchandising actions should be&lt;br /&gt;strengthened to take advantage of the behavioral&lt;br /&gt;compulsory carried by fame.</p>
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