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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