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AbstractFull Text

Most tourism studies focus on tourism destinations such as cities or countries, and there are relatively few studies on festivals and events. The basic customer-based brand equity (CBBE) model assumes that brand value is directly generated by brand awareness, brand image, brand quality, and brand...

Weng WongPong [Weng, W. P. P. ]
Tourism Educators Association of Malaysia, Selangor, Malaysia
TEAM Journal of Hospitality and Tourism, 2016, 13, 1, pp 15-26