Manthiou, Aikaterini; Kang, Juhee; Schrier, Thomas - In: Tourism Review 69 (2014) 4, pp. 264-283
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...