Original paper
A model of customer-based brand equity and its application to multiple destinations
Abstract
Lack of research regarding destination brand measurement indicates that conceptualizing how tourists evaluate a destination brand is complex. This study examined empirical information to develop a destination brand model by employing customer-based brand equity models through a scale purification process, ensuring its reliability and validity. The proposed model and the alternative model were tested with an online survey sample of Las Vegas and...
Paper Details
Title
A model of customer-based brand equity and its application to multiple destinations
Published Date
Apr 1, 2009
Journal
Volume
30
Issue
2
Pages
219 - 231
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Notes
History