Original paper
Influence of brand equity on the behavioral attitudes of customers: Spanish Tourist Paradores
Abstract
The objective of this research is to contrast an explanatory model of how brand equity influences the customer’s behaviour and behavioural intentions. It will take place in the tourism sector, specifically, the target population are the customers of a hotel chain representing a very specific type of service in the tourism sector, emblematic hotels. In Spain, these hotels are operated under the Paradores Brand, distinctive of “The Network of...
Paper Details
Title
Influence of brand equity on the behavioral attitudes of customers: Spanish Tourist Paradores
Published Date
Mar 29, 2019
Journal
Volume
54
Issue
5-6
Pages
1401 - 1427
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Notes
History