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| Tekijä: | Kwortnik, R.J.Jr. |
| Otsikko: | Carnival Cruise Lines: burnishing the brand |
| Lehti: | Cornell Hotel and Restaurant Administration Quarterly
2006 : AUG, VOL. 47:3, p. 286-300 |
| Asiasana: | brands marketing strategy tourism |
| Kieli: | eng |
| Tiivistelmä: | This paper studies the case of Carnival Cruise Lines as a case of brand equity management. Carnival faced a challenge as increasing competition forced it to refine its brand without damaging the significant equity contained in the brand. |
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