Effects of Parent Brand Equity on Perceived Fit and Customer Behavior of Extended Brand—Focused on MICE Destination

This study aims to examine the relationship among tourism destination brand equity (as parent brand), perceived fit, and customer behavior intention toward the extended MICE destination brand. It also identifies the moderating effect of place attachment between brand equity and customer behavior by...

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Main Authors: Jiwon Lee, Eunjoo Yoon
Format: Artigo
Jezik:Inglês
Izdano: MDPI AG 2022-04-01
Serija:International Journal of Environmental Research and Public Health
Teme:
brand extension
parent brand equity
perceived fit
place attachment
customer behavior intention
MICE destination
Online dostop:https://www.mdpi.com/1660-4601/19/8/4540
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