Customer-based brand equity: The Effect of Destination Image on Preference for Products Associated with a Destination Brand
Due to highly competitive destination markets, destination branding techniques are becoming popular among destination marketers. The destination marketers tend to leverage their destination brand value to other products associated with the destination brand (referred to as brand extension). This th...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Others |
| Published: |
Virginia Tech
2014
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10919/32588 http://scholar.lib.vt.edu/theses/available/etd-05112009-112030/ |