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Abstract

Brand loyalty is believed to be a sustainable advantage for theme parks. Since theme parks represent a man-made environment purposefully built for specialized market segments, studying factors that lead to brand loyalty for theme park products is of strategic importance. These factors have yet to...

Author(s)
Fu XiaoXiao; Kang JuHee; Tasci, A.
Publisher
Routledge, Philadelphia, USA
Citation
Journal of Travel & Tourism Marketing, 2017, 34, 9, pp 1261-1273
Abstract

Purpose - This paper aims to empirically examine how five different brand equity dimensions of a festival brand (i.e. awareness, image, quality, value and loyalty) are inter-related. Specifically, this study aims to examine the impact of brand awareness on perceived brand image, perceived brand...

Author(s)
Manthiou, A.; Kang, J. H.; Schrier, T.
Publisher
Emerald Group Publishing Ltd, Bradford, UK
Citation
Tourism Review, 2014, 69, 4, pp 264-283