Connecting brand identity and consumer-based brand equity for tourism destinations: a structural model of leisure visitors’ destination brand associations
Auteur :
Hodson, Julian Michael
Éditeur :
Springer Fachmedien Wiesbaden
ISBN :
9783658330569
Date de publication :
24 avr. 2021
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Allemagne
The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective.