Branding destinations with multisensory brand associations and evaluating its impact on behavioural pattern under the intervention of multiplex phenomenon of relationship-branding
Image perception has been acknowledged as a critical component of branding. Perception of image is comparatively difficult for intangible entities like ‘destination’. Research initiatives, thus far, has postulated destination branding on associations namely cognitive and affective image inputs. Mult...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2018-11-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol8/msl_2018_90.pdf |