haku: @author Pike, S. / yhteensä: 2
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| Tekijä: | Pike, S. |
| Otsikko: | Consumer-based brand equity for destinations: practical DMO performance measures |
| Lehti: | Journal of Travel & Tourism Marketing
2007 : VOL. 22:1, p. 51-61 |
| Asiasana: | travel |
| Vapaa asiasana: | destination branding |
| Kieli: | eng |
| Tiivistelmä: | Destination marketing organizations (DMO) are focusing on place branding. The paper reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging destination. The paper aimed to provide benchmarks at the commencement of a new destination brand campaign, for which the DMO will be able to use to track performance over time. |
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