Branding cities, regions and countries: the roadmap of place brand equity
AbstractPurposeThe purpose of this paper is two-fold: to expand the understanding of brand equity for places (e.g. countries, regions or cities) and propose two frameworks to increase its value. Design/methodology/approachBy interviewing international participants, this study was exploratory and int...
Na minha lista:
| Publicado no: | RAUSP Management Journal |
|---|---|
| Principais autores: | , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Universidade de São Paulo
2021
|
| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=553867910006 https://www.redalyc.org/journal/5538/553867910006/ https://www.redalyc.org/journal/5538/553867910006/html/ https://www.redalyc.org/journal/5538/553867910006/553867910006.epub https://www.redalyc.org/journal/5538/553867910006/movil |
| Tags: |
Sem tags, seja o primeiro a adicionar uma tag!
|