Cross cultural model of customer based brand equity for a tourism destination
RUZZIER, MAJA KONECNIK
Cross cultural model of customer based brand equity for a tourism destination - 2014 - 7-29
The purpose of the paper is to present a cross cultural model of the customer based brand equity for a tourism destination, encompassing four proposed dimensions-awareness, image, quality and loyalty. Previous research findings on the concept of measurement invariance are employed in the empirical investigation of the proposed model, which is tested on two competitive European tourism destinations from the perspective of two culturally heterogeneous tourist group.
BRAND MANAGEMENT
658.827
Cross cultural model of customer based brand equity for a tourism destination - 2014 - 7-29
The purpose of the paper is to present a cross cultural model of the customer based brand equity for a tourism destination, encompassing four proposed dimensions-awareness, image, quality and loyalty. Previous research findings on the concept of measurement invariance are employed in the empirical investigation of the proposed model, which is tested on two competitive European tourism destinations from the perspective of two culturally heterogeneous tourist group.
BRAND MANAGEMENT
658.827