Italian Abstract:Il patrimonio culturale rappresenta un ambito strategico per lo sviluppo sociale, economico e occupazionale, in modo particolare nelle aree interne. Molto spesso, in Italia, i siti culturali e d’arte, una delle componenti principali del turismo, risultano non adeguatamente...

The main aim of that work is to describe some of the recent direction of evolution of the management categories related to the measuring of the performances of brand in terms of three main strategic variables as brand equity, customer equity and brand-customer loyalty. Infact, one of the most...