Determinant attributes of city brand personality that influence strategic communication

This paper examines the determinant attributes of city brand personality that influence strategic communication of Bandar Melaka world heritage city UNESCO. The results will provide insight on the development of a city brand personality scale, that can be applied in the Malaysian context. Based on A...

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Bibliographic Details
Main Authors: Ahmad, Muhamad Fazil, Abdullah, Zulhamri, Tamam, Ezhar, Bolong, Jusang
Format: Article
Published: Canadian Academy of Oriental and Occidental Culture 2013
Online Access:http://psasir.upm.edu.my/id/eprint/27893/
http://www.cscanada.net/index.php/css/article/view/j.css.1923669720130902.9002
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