Original paper
Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam
Volume: 30, Issue: 1, Pages: 180 - 194
Published: Sep 11, 2020
Abstract
Purpose This paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer satisfaction and the moderating effect of cultural distance in these relationships are assessed. Design/methodology/approach The direct–indirect–moderating relationships were assessed by applying covariance-based SEM (CB-SEM), mediating and multi-group analysis. A paper...
Paper Details
Title
Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam
Published Date
Sep 11, 2020
Volume
30
Issue
1
Pages
180 - 194
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Notes
History