Given the extensive utilisation of social media, brands have grown increasingly dependent on it to build brand equity. As a result, acquiring specific capabilities in the realm of digital marketing has become a necessity. This research aims to investigate the essence of Social Media Marketing...

This research aims to understand the impact of young consumers' luxury motivations on their attitude towards sustainable luxury (ATSL) and the consequent impact on consumer-based brand equity (CBBE). A cross-cultural quantitative study was conducted to achieve this, and a theoretical model was...

This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15-24. Due to technological developments, new media content consumption patterns have emerged. New...

The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in this study as a four-dimensional model consisting of...

Dubai, the globally known Emirate of the United Arab Emirates, has achieved an image of its own as a sun, sand and sea destination with the added X-factor of safety and shopping to enhance visitors' positive perceptions. Equally well perceived by consumers and envied by competitors, its national...

It has been established that strong destination brands are important in the agrotourism industry. Agrotourism brands provide the link between visitors and the agrotourism firms and destination, and tourists may or may not develop a degree of loyalty to relevant brands. The present study suggests...

Destination brands provide the link between visitors and destination management organisations; tourists may or may not develop a degree of loyalty to destinations as brands. This study suggests that trust in a destination brand has high influence in developing loyalty towards the destination....

We invite you to read the Special Issue on business models in tourism, in the context of considering the principles of sustainable development. It is a collection of 14 articles published in a Special Issue of Sustainability MDPI in 2019-2021. The dynamic changes taking place in the world...

Film tourism, meaning the phenomenon that is born of the desire to visit film locations, has been the object of increasing attention in recent years. This document presents the results of a field research conducted with the aim of analysing the effects of the film Basilicata Coast to Coast, by...

Increasingly researchers and practitioners adopt branding to build and manage tourism destination images. However, we have yet to ask the question: Is it pos-sible to build and/or manage destination brands? This crucial question is ad-dressed by means of: (1) recourse to the origins of branding;...