Perceived Guest House Brand Value: The Influence of Web Interactivity on Brand Image and Brand Awareness
Abstract
The purpose of the study was to examine the influence of web interactivity and brand experience on the perceived brand value of guest houses, and ultimately, affective commitment toward guest...
Paper Details
Title
Perceived Guest House Brand Value: The Influence of Web Interactivity on Brand Image and Brand Awareness
Published Date
Feb 23, 2021
Volume
27
Issue
2
Pages
250 - 277
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