This study proposes and tests a structural model that integrates brand gestalt, brand attitude,
and revisit intention in the context of tourism destinations. Specifically, the study investigated …

Using social identification, attachment and experience theories, this study aims to develop
and test a theoretical model of destination branding, which integrates the concepts of …

This study aims to present explicit findings from an internal perspective, namely the
interaction patterns of marketing communication between pentahelix elements and testing …

In the new media era, although the short-form video has become an essential tool for
destination brand marketing, few empirical studies have concentrated on how to use it to …

As a value‐added business strategy, many companies have planned and implemented
green practices to promote their brands and contribute to sustainable development. This …

The cigarette industry faces market competition, and the pressure that suppresses its
existence stems from ambiguous policies. The ambiguous policy is because the government …

The time-honored brand is the best brand retained from centuries of business and handicraft
competition, representing inestimable brand, economic and cultural value. However, it has …

Authors explore the role of 'destination'as an object of individual possession. Grounded in
psychological ownership theory, this study explores the role of a sense of psychological …

Abstract The Blue Flag is a popular eco-label in tourism. This study aims at examining the
effectiveness of Blue Flag promotion on tourists' willingness to pay a price premium to …

This study explores the impact of hotels' green rewards and non-green rewards on guests'
green consumption intentions (GCIs) to drive guests to implement green consumption …