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...
Main Authors: | Handayani, Bintang, Rashid, Basri |
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Format: | Book Section |
Published: |
IGI Global -
2018
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Subjects: |
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