search query: @freeterm brand equity / total: 26
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| Author: | Lee, J-S. Back, K-J. |
| Title: | Reexamination of attendee-based brand equity |
| Journal: | Tourism Management
2010 : JUN, VOL. 31:3, p. 395-401 |
| Index terms: | brands knowledge models |
| Freeterms: | brand association brand equity |
| Language: | eng |
| Abstract: | The significance of brand concept has been increasingly acknowledged in the meetings, incentives, conventions and exhibitions (MICE) industry because of its ability to create a compelling competitive edge. In this study, attendee-based (here as: a-bd.) brand equity (as: br-eqt.) is re-examined by additionally sampling regional CHRIE conferences (RCs) and comparing the data with I-CHRIE's annual conference (IC) in the context of theoretical model. Herein, theoretical validity of the previous model of a-bd. br-eqt. is increased. Also, br-eqt. as captured through the differential brand knowledge effect is explored by comparing IC and RCs. |
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