The external effect of international tourism on brand equity development process of multinational firms (MNFs)

Volume: 28, Issue: 6, Pages: 578 - 595
Published: Jul 14, 2021
Abstract
This study investigated a new role of tourism as a brand management tool for multinational firms (MNFs) whose country of origin is a tourist destination. Through an increased understanding of the external effect of international tourism at the firm level, important implications for MNF managers can be derived. To this end, we collected secondary historical data from various reliable sources, such as Interbrand, AdAge.com, World Bank, and...
Paper Details
Title
The external effect of international tourism on brand equity development process of multinational firms (MNFs)
Published Date
Jul 14, 2021
Volume
28
Issue
6
Pages
578 - 595
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