A critical review and reconstruction of perceptual brand equity
ADA Tasci - International Journal of Contemporary Hospitality …, 2021 - emerald.com
Purpose The purpose of this paper is to: distinguish between financial brand equity and
perceptual brand equity; distinguish among different stakeholder perspectives on customer …
perceptual brand equity; distinguish among different stakeholder perspectives on customer …
The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans' purchase intention
C Liu, Y Zhang, J Zhang - Journal of Product & Brand Management, 2020 - emerald.com
Purpose There is growing interest among marketers in advertising and promoting their
brands by adopting an online celebrity endorsement strategy. However, how online …
brands by adopting an online celebrity endorsement strategy. However, how online …
Place-oriented or people-oriented concepts for destination loyalty: Destination image and place attachment versus perceived distances and emotional solidarity
Many studies have modeled several different concepts to explain destination loyalty;
however, none have integrated place-oriented (eg, destination image, place attachment) …
however, none have integrated place-oriented (eg, destination image, place attachment) …
Factors determining city brand equity—A systematic literature review
H Górska-Warsewicz - Sustainability, 2020 - mdpi.com
The aim of this study is to analyze factors determining city brand equity (CBE) on the bases
of a systematic literature review (SLR) according to a procedure developed by Tranfield …
of a systematic literature review (SLR) according to a procedure developed by Tranfield …
Elements of destination brand equity and destination familiarity regarding travel intention
HK Chi, KC Huang, HM Nguyen - Journal of Retailing and Consumer …, 2020 - Elsevier
In a highly competitive market, marketing staff are always looking for solutions to strengthen
what can be called their destination values (unique place, services, and human resources …
what can be called their destination values (unique place, services, and human resources …
Creating behavioral engagement among higher education's prospective students through social media marketing activities: The role of brand equity as mediator
A Ruangkanjanases, O Sivarak, A Wibowo… - Frontiers in …, 2022 - frontiersin.org
In today's competitive environment, higher education needs to find an effective way to
convey its brand to prospective students. Given that the “digital native”(Gen Z) is becoming …
convey its brand to prospective students. Given that the “digital native”(Gen Z) is becoming …
The impact of social media marketing communications on consumer response during the COVID-19: does the brand equity of a university matter?
The main objective of the current study is to investigate the impact of social media marketing
communication on the consumer response to University in UAE during COVID-19. In …
communication on the consumer response to University in UAE during COVID-19. In …
[LIBRO][B] Destination marketing
S Pike - 2012 - taylorfrancis.com
The tourism market is fiercely competitive. No other market place has as many brands
competing for attention, and yet only a handful of countries account for 75% of the world's …
competing for attention, and yet only a handful of countries account for 75% of the world's …
How airline service quality determines the quantity of repurchase intention-Mediate and moderate effects of brand quality and perceived value
L Chen, YQ Li, CH Liu - Journal of Air Transport Management, 2019 - Elsevier
Drawing on an integrated framework of service quality theory, this study develops and
demonstrates a mediation-moderation model of airline service quality that influences the …
demonstrates a mediation-moderation model of airline service quality that influences the …
Branding luxury hotels: Evidence from the analysis of consumers'“big” visual data on TripAdvisor
The aim of this paper is to understand consumers' perception of luxury hotel brands. To this
end, the research evaluates consumers'“big” visual data on TripAdvisor through a machine …
end, the research evaluates consumers'“big” visual data on TripAdvisor through a machine …