Giving brand image to a nation
Adapting Keller's brand image theory (1993), this paper presents an exploratory framework for giving brand image to a nation. Utilizing unstructured interviews, the result suggests that tourism and hospitality attributes can be used for giving brand image to a nation and behavioral intention. S...
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2018
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my.uum.repo.263532019-09-12T02:16:59Z http://repo.uum.edu.my/26353/ Giving brand image to a nation Handayani, Bintang Rashid, Basri QA75 Electronic computers. Computer science Adapting Keller's brand image theory (1993), this paper presents an exploratory framework for giving brand image to a nation. Utilizing unstructured interviews, the result suggests that tourism and hospitality attributes can be used for giving brand image to a nation and behavioral intention. Specifically, the result denotes that the perceived brand image of a nation is formed according to tourists' cognitive and affective beliefs, which at the end; influence the action to recommend to others and/or for repeat visitation. In addition, the “pretentious” nation brand campaign and national identity found in this exploratory study should be focused upon as variables for further research and testing the framework. IGI Global - 2018 Book Section PeerReviewed Handayani, Bintang and Rashid, Basri (2018) Giving brand image to a nation. In: Digital Marketing and Consumer Engagement. IGI Global -, pp. 979-998. ISBN 9781522551874 http://doi.org/10.4018/978-1-5225-5187-4.ch049 doi:10.4018/978-1-5225-5187-4.ch049 |
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Malaysia |
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| topic |
QA75 Electronic computers. Computer science |
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QA75 Electronic computers. Computer science Handayani, Bintang Rashid, Basri Giving brand image to a nation |
| description |
Adapting Keller's brand image theory (1993), this paper presents an exploratory framework for giving brand image to a nation. Utilizing unstructured interviews, the result suggests that tourism and hospitality attributes can be used for giving brand image to a nation and behavioral intention. Specifically, the result denotes that the perceived brand image of a nation is formed according to tourists' cognitive and affective beliefs, which at the end; influence the action to recommend to others and/or for repeat visitation. In addition, the “pretentious” nation brand campaign and national identity found in this exploratory study should be focused upon as variables for further research and testing the framework. |
| format |
Book Section |
| author |
Handayani, Bintang Rashid, Basri |
| author_facet |
Handayani, Bintang Rashid, Basri |
| author_sort |
Handayani, Bintang |
| title |
Giving brand image to a nation |
| title_short |
Giving brand image to a nation |
| title_full |
Giving brand image to a nation |
| title_fullStr |
Giving brand image to a nation |
| title_full_unstemmed |
Giving brand image to a nation |
| title_sort |
giving brand image to a nation |
| publisher |
IGI Global - |
| publishDate |
2018 |
| url |
http://repo.uum.edu.my/26353/ http://doi.org/10.4018/978-1-5225-5187-4.ch049 |
| _version_ |
1646016532019412992 |
| score |
13.18916 |