City brand projected personality: a new measure to assess the consistency of projected personality across messages
Building a strong and consistent brand personality is crucial to position cities in the global context and a key element to influence potential visitors’ behavior. City brands’ communication endeavors to project consistent messages to position a unique personality in consumer’s mind. However, the va...
| Հիմնական հեղինակներ: | , |
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| Ձևաչափ: | Հոդված |
| Լեզու: | English |
| Հրապարակվել է: |
Universidad de Navarra
2018-12-01
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| Շարք: | Communication & Society (Formerly Comunicación y Sociedad) |
| Խորագրեր: | |
| Առցանց հասանելիություն: | https://revistas.unav.edu/index.php/communication-and-society/article/view/35672 |