Consumer‐based brand equity for Australia as a long‐haul tourism destination in an emerging market
Abstract
Purpose Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of this paper is to test the effectiveness of a model of consumer‐based brand equity (CBBE) for a country destination....
Paper Details
Title
Consumer‐based brand equity for Australia as a long‐haul tourism destination in an emerging market
Published Date
Jul 20, 2010
Volume
27
Issue
4
Pages
434 - 449
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Notes
History