Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level o...
| Main Authors: | , |
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| Format: | Article |
| Language: | Spanish |
| Published: |
Elsevier
2021-09-01
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| Series: | European Research on Management and Business Economics |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2444883421000127 |