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...
Saved in:
Main Authors: | , |
---|---|
Format: | Book Section |
Published: |
IGI Global -
2018
|
Subjects: | |
Online Access: | http://repo.uum.edu.my/26353/ http://doi.org/10.4018/978-1-5225-5187-4.ch049 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Be the first to leave a comment!