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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| Main Authors: | , |
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| Format: | Book Section |
| Published: |
IGI Global -
2018
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/26353/ http://doi.org/10.4018/978-1-5225-5187-4.ch049 |
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