Investigation into the festival brand co-creation mechanism : extended application of the customer-based brand equity model
Year of publication: |
2024
|
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Authors: | Chi, Xiaoting ; Zhou, Heng ; Cai, Gangwei ; Han, Heesup |
Published in: |
Journal of travel and tourism marketing. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7306, ZDB-ID 2112951-4. - Vol. 41.2024, 3, p. 377-395
|
Subject: | association | attachment | brand co-creation | community involvement | customer-based brand equity | familiarity | Festival marketing | image | perceived value | sustainability | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Großveranstaltung | Big event | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Strukturgleichungsmodell | Structural equation model |
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